A modern masterpiece designed through a collaboration between Peter Marino and Frank Gehry for Louis Vuitton has now opened in Seoul, South Korea. The new boutique located in the Gangnam district and situated on Cheongdam-dong avenue opened its doors on October 30th.
The result of Frank Gehry and Peter Marino’s collaboration is a unique structure that pays respect to Korean architectural heritage while sharing elements with Louis Vuitton’s Paris flagship boutique. Although Peter Marino is no stranger to South Korean projects, having designed Chanel’s Seoul boutique, Louis Vuitton Seoul is Frank Gehry’s first project in the East Asian country.
The five level curved glass structure which appears weightless, plays on Gehry’s poetic charm, and is meant to demonstrate the strong relationship Louis Vuitton has with the Korean market. Frank Gehry was very inspired by traditional Korean architecture such as the Hwaseong Fortress and cultural elements like the traditional Dongnae Hakchum crane, a dance meant to demonstrate elegance and nobility.
“What struck me when I first visited Seoul nearly 25 years ago, was the relationship between the architecture and the natural landscape. I still remember clearly the powerful impressions I had stepping up from the garden of Jongmyo Shrine,” Frank Gehry said, adding “I am delighted to have designed Louis Vuitton Maison Seoul, reflecting the traditional values of the Korean culture.”
Peter Marino’s interior layout offers customers the ability to view different Louis Vuitton collections in a stand alone like experience. Massive interior volume allowed for imaginative contrasting spaces with a particular highlight being the boutique’s twelve meter high foyer with multiple lounges.
A glass enclosed entryway located on the structure’s main floor leads to a space devoted entirely to women’s collections, offering ready-to-wear, leather goods, accessories and fragrances. Whereas, the men’s area is located in a bright and light space on the lower level. Here men can browse Louis Vuitton’s selection of ready-to-wear, leather goods, shoes and travel items.
The upper floors of the boutique are exclusively reserved for more intimate experiences, including exclusive appointments, events, and dinners in private salons and elegant terraces.
Louis Vuitton Maison Seoul is a masterpiece designed by some of today’s greatest architects, that have created a perfect blend of West meets East.
Image credit: © Louis Vuitton provided courtesy of LVMH
