Heavily inspired by Korean heritage and culture, esteemed architects Frank Gehry and Peter Marino came together to model the newly opened Louis Vuitton Maison in Seoul. Intentionally designed to match the quirkiness of the Fondation Louis Vuitton structure in Paris, the Maison too has a special silhouette to it that most would find uniquely Gehry.
Nestled within the prestigious Cheongdam-dong of the Gangnam district, the curved-glass building functions as a celebration of Louis Vuitton’s strong connection with Korean culture, with the structure partly influenced by historical Korean architecture (like the centuries-old Hwaseong Fortress) and traditional dance (Dongnae Hakchum, otherwise known as the Crane Dance).
“I am delighted to have designed Louis Vuitton Maison Seoul, reflecting the traditional values of the Korean culture,” says Gehry.
Inside the poetic structure, Marino’s talent comes to life in the shape of different universes and collections spread across five floors, creating spaces that play with height, intimacy and textures for a contrasting array of impressions.
“The interior spaces were designed with a Miesian rigor to more strongly emphasise the billowing energetic sculptural quality of Gehry’s exterior. The interior stone flows in from the exterior. The dynamism of the rectangular volumes cleanly contrast with the baroque glass shields of the building”, explains Marino.
As a whole, the store allows individuals to experience a feeling of openness with its very own ‘floating’ staircase that connects all floors. The basement opens with Louis Vuitton’s universe of menswear, followed by collections of womens’ clothing for the floors up, and fine jewellery to round up the intricate minimalism of the store.
Creating a more exclusive and intimate shopping experience, the Maison also features private salons and an enclosed terrace to host events from dinners to exclusive appointments.
The Louis Vuitton Maison is located at 454 Apgujeong-ro, Gangnam-gu, Seoul 06015 Korea.