Louis Vuitton at Shinsegae The Reserve — LV The Place Seoul (2025)

Shinsegae The Reserve hosted LV The Place Seoul, a multi-level cultural centre combining retail, food and exhibition spaces.

The venue

Shinsegae The Reserve is a multi-level retail and cultural complex in Seoul, associated with Shinsegae. It is normally used for luxury retail, dining and cultural programming, with interconnected floors that let visitors move between shopping, food and exhibition areas. The venue combines department-store circulation with flexible spaces suited to displays, hospitality and temporary cultural installations.

How the space was used

For LV The Place Seoul, the venue was organised as a branded cultural centre. Different levels carried retail displays, food and beverage areas and cultural exhibition content, with circulation guiding visitors through the brand's craft and innovation history. The design by Shohei Shigematsu of OMA connected these functions into a single exploratory route rather than separate rooms.

Why it works here

The Reserve already mixes retail, dining and cultural space, so a multi-level brand destination can use existing footfall and spatial variety. Visitors are already moving between shopping and leisure, making an exhibition-led retail format legible without requiring a separate museum or pop-up structure.