Louis Vuitton is redefining the luxury retail experience with the launch of expansive, experiential flagships in Seoul and Beijing, unveiled in November 2025. These new spaces, dubbed LV The Place, go beyond traditional boutiques too incorporate restaurants, cafes, and immersive art installations, signaling a significant investment in cultural engagement and a deeper connection with local markets.
The move reflects a broader industry trend toward ”retailtainment,” where brands aim to attract customers by offering unique experiences rather than simply products. Louis Vuitton chairman and CEO Michael Burke emphasized the brand’s unique connection to it’s heritage, stating, “Louis Vuitton is somehow different, and somehow it is more linked to its history and culture than other brands.” The Seoul location features a restaurant serving Korean-inspired cuisine, including a signature rice ice cream, while the Beijing location showcases collaborations with local artists and designers. These initiatives are designed to cultivate brand loyalty and attract a new generation of luxury consumers, especially in the crucial Asian market.
LV The Place in Seoul spans five stories and includes the JP at Louis Vuitton restaurant, offering a curated dining experience. The Beijing location similarly integrates art and culture, featuring rotating exhibitions and interactive spaces. Both locations maintain the core luxury retail offerings of Louis Vuitton, showcasing the brand’s latest collections of leather goods, ready-to-wear, watches, and jewelry. The openings represent a substantial financial commitment from LVMH, Louis Vuitton’s parent company, to strengthen its presence in Asia and solidify its position as a leading global luxury brand.
