Louis Vuitton has opened JP at Louis Vuitton, a new fine dining restaurant in Seoul, South Korea, located on the sixth floor of Shinsegae The Reserve at 63 Sogong ro, Jung gu. The restaurant is helmed by Chef Junghyun Park, the Korean born culinary force behind New York‘s acclaimed two Michelin star restaurant Atomix, and marks his first restaurant venture on home soil. It forms part of the broader Louis Vuitton Visionary Journeys Seoul flagship experience, which the Maison inaugurated at the close of 2025 to celebrate its 170th anniversary and its deep ties to South Korea.
A Six Floor Flagship Built for Culture, Fashion, and Food
Louis Vuitton Visionary Journeys Seoul is not a conventional flagship. The 4,890 square meter space unfolds across six floors inside Shinsegae The Reserve in the heart of Seoul‘s luxury shopping district, designed in collaboration with architect Shohei Shigematsu of OMA. The first four…
floors function as a retail and cultural immersion, housing over 200 pieces from the Maison, themed rooms that trace Louis Vuitton‘s heritage, and spaces dedicated to Korean culture, including 25 traditional artworks and references to the ancient Saekdong textile.
A room exclusive to Seoul celebrates the city’s role in the rise of K pop, reflecting the Maison’s recognition of the city as a genuine cultural force.
The top two floors are entirely devoted to gastronomy, with JP at Louis Vuitton sitting alongside Le Café Louis Vuitton and Le Chocolat Maxime Frédéric, the chocolate atelier led by Maxime Frédéric, Louis Vuitton‘s pastry chef and the World’s Best Pastry Chef 2025.
Chef Junghyun Park Comes Home JP at Louis Vuitton is the most anticipated element of the gastronomic floor. Chef Junghyun Park is best known internationally for Atomix in New York, the two Michelin star tasting menu restaurant widely regarded as one of the finest dining experiences in the United States…
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