Louis Vuitton “Visionary Journeys” by OMA

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继曼谷Gaysorn Amarin的“LV The Place”（2024）和上海Taikoo Hui的“The Louis”（2025）之后，首尔的展览是作为重新构想的旗舰体验的最新版本开幕。作为“LV The Place Seoul”的文化支柱，这个展览旨在通过场景化的旅程传达路易威登的历史与当代身份。

Following Visionary Journeys in Bangkok’s “LV The Place” at Gaysorn Amarin (2024) and Shanghai’s “The Louis” at Taikoo Hui (2025), the Seoul show is the latest edition to open as part of a reimagined flagship experience. As the cultural anchor of “LV The Place Seoul”, the exhibition is designed to communicate both historical and contemporary identities of Louis Vuitton through a scenographic journey.

▼项目概览，Overview of the project © Kwa Yong Lee Courtesy Louis Vuitton

“Visionary Journeys Seoul”展览占据了新世界百货本店的多个楼层，是该展览首次进入如此大规模的历史性零售建筑。展览包括了11个主题画廊，其中一半是首次亮相，还有两个装置艺术，展示面积覆盖了这个六层百货商店的1,300平方米。展览广泛地呈现了通过四个相互关联的视角展示路易威登的过去与现在：历史、生活方式、工艺与合作。

Occupying several floors of Shinsegae’s main branch, Visionary Journeys Seoul is the exhibition’s first edition to inhabit such a large footprint within a historic building dedicated to retail. The show encompasses eleven themed galleries, half of which debut here for the first time, and two installations, unfolding across 1,300 square meters of the six-story department store. Exhibits broadly present four interrelated lenses into Louis Vuitton’s past and present: history, lifestyle, craftsmanship, and collaborations.

▼经典包袋展示区，Iconic bags section © Kwa Yong Lee Courtesy Louis Vuitton

OMA合伙人志摩翔平（Shohei Shigematsu）表示：“在首尔，‘Visionary Journeys’首次进入历史悠久的百货商店，成为路易威登将购物、文化体验与款待结合的核心部分。这个展览被构思为零售与公共空间之间的连接器。独特的主题环境向历史的楼梯中庭敞开，揭示了路易威登创意的多样性。”

Shohei Shigematsu, Partner, OMA: “In Seoul, Visionary Journeys enters a historic department store for the first time as a core part of Louis Vuitton’s approach that blends shopping, cultural experience, and hospitality. The exhibition is conceived as a connector between retail and public space. Distinct thematic environments open onto the historic stair atrium, revealing a dynamic glimpse into the multiplicity of Louis Vuitton’s creativity.”

▼展览入口，Exhibition entrance © Kwa Yong Lee Courtesy Louis Vuitton

展览的前奏是一个位于地面层的特定场地装置——一个由270个Boîte Chapeau（帽盒）构建的拱形行李景观，形成了一个沉浸式的通道，通向路易威登的商店。‘Visionary Journeys’在五楼开始，名为“Origins”，品牌的历史通过一片由文物、文件和剪影组成的云朵汇聚在一个具有切面木架的结构上，唤起了传统韩式屏风的感觉。

A prelude to the exhibition is a site-specific installation on the ground level, a vaulted Trunkscape constructed from 270 Boîte Chapeau (hat box) that forms an immersive portal into the Louis Vuitton store. Visionary Journeys begins on the fifth floor with Origins, where the brand’s history coalesces as a cloud of artifacts, documents, and cutouts on a faceted wood armature that evokes traditional Korean screens.

▼历史画廊，History gallery © Kwa Yong Lee Courtesy Louis Vuitton

▼场地装置，Site-specific installation © Kwa Yong Lee Courtesy Louis Vuitton

几件展品探讨了路易威登的演变，从其标志性行李箱的创造性再造到适应不同生活方式的创新。手表部分展示了路易威登设计的时计，按时间顺序排列的展示台位于中央品牌区域，来自手表行李箱的图案成为围绕房间的面板和屏幕阵列。在“Picnic”部分，参观者走进“户外”，便携式行李箱、餐具和露营车被布置在草坪上。个性化展示了旅行时尚中的个性，拆解行李箱并创建一个类似画廊的档案，展示了来自定制行李箱的独一无二的面孔。

Several exhibits explore an evolution of the House, from creative reinventions of its seminal trunk to innovations for diverse lifestyles. Watches features a chronological display of Louis Vuitton-designed timepieces in a central brand, and motifs from the watch trunk become an array of panels and screens wrapping the room. In Picnic, visitors emerge “outdoors,” where portable trunks, tableware, and camping car are staged on a lawn. Personalization highlights individuality in travel fashion, disassembling the luggage to create a gallery-like archive showcasing one-of-a-kind faces from a collection of customized trunks.

▼手表展区，Watches section © Kwa Yong Lee Courtesy Louis Vuitton

▼Picnic展区，Picnic section © Kwa Yong Lee Courtesy Louis Vuitton

接下来的画廊展示了行李箱是如何制造的，并继续展示今天的制造过程，突出了路易威登卓越的工艺。‘Workshop’部分重现了Asnières工作室，既作为工匠现场演示的布景，也作为素描和工具的画廊。在‘Test’部分，机器对各种包袋进行强度和耐用性的实时测试，将实验室带入公众视野。

Continuing galleries reveal how trunks were and continue to be made today, to foreground Louis Vuitton’s exceptional craftsmanship. Workshop recreates the Asnières atelier as both a set for live demonstrations by craftspeople and a gallery of sketches and tools. In Test, machines perform live tests on various bags for strength and durability, bringing the lab into public view.

▼行李箱展示区，Trunks area © Kwa Yong Lee Courtesy Louis Vuitto

▼包袋测试区，Bag test area © Kwa Yong Lee Courtesy Louis Vuitton

对质量和适应性的奉献通过经典作品和材料的发展进行对比展示。‘Icons’部分展示了随着时间推移的标志性皮具创作，呈现在一片从地面到天花板的玻璃展示柜中。‘Monogram’部分捕捉到一系列有趣的形态——动物形状的包包、海洋文物和其他意想不到的物体——这些形态如同从地到天的Monogram墙上剪切出来的模板，环绕整个房间。

A dedication to both quality and adaptability is conveyed by juxtaposing the development of seminal pieces and materials. Icons presents iconic leather good creations over time in a kaleidoscopic field of floor-to-ceiling vitrines. Monogram, captures a playful array of forms – bags in the shape of animals, nautical ephemera, and other unexpected objects – as templates cut out from a floor-to-ceiling Monogram wall wrapping around the room.

▼墙上有趣的形态，A playful array of forms on wall © Kwa Yong Lee Courtesy Louis Vuitton

在中央中庭，耸立的光柱引导参观者进入展览的四楼。Monogram韩纸“行李箱”被垂直堆叠成不同的配置，内部照明，形成悬挂在天花板上的柱状灯笼。

In the central atrium, towering structures of light guide visitors down to the fourth floor of the exhibition. Monogram hanji “trunks” are vertically stacked in different configurations and lit from within, creating column-like lanterns suspended from the ceiling.

▼中央庭院，The central atrium © Kwa Yong Lee Courtesy Louis Vuitton

▼门店布置，Retail dispaly © Kwa Yong Lee Courtesy Louis Vuitton

四楼的画廊探讨了路易威登作为一个不断创造新艺术表现形式的平台。“Music”部分突出了路易威登设计的乐器、盒子和扬声器，展示于一个无回声室中。在“Collaborations”部分，艺术家设计的包包在旋转木马上转动，随着它们的艺术作品在数字屏幕上放大，并在镜面包袋墙上反射，将房间转变为一个充满变幻的画布。“Fashion”部分汇编了继任创意总监所构建的各个世界——造型快照、情绪板、场景设计和时装秀的瞬间，在翻页式展示中闪烁。

Fourth floor galleries explore Louis Vuitton as a platform that constantly generates new modes of artistic expression. Music highlights Louis Vuitton-designed musical instruments, cases, and speakers in an anechoic chamber. In Collaborations, artist-designed bags revolve on a carousel as their artworks are amplified on a digital screen and reflected on a wall of mirrored bags transforms the room into a mercurial canvas itself. Fashion is a compilation of the worlds built by successive creative directors – snapshots of looks, mood boards, set designs, and runways flicker across a split-flap display.

▼音乐主题无回声室，Music anechoic chamber © Kwa Yong Lee Courtesy Louis Vuitton

▼设计展示区，Design display section © Kwa Yong Lee Courtesy Louis Vuitton

过去的“Visionary Journeys”展览通常在场馆的指定区域进行，但在这里，现有的百货商店布局提供了一定的开放性，使展览能够面向零售楼层、咖啡馆以及新世界百货的公共走廊。展览结构有时如商店“外立面”般向外延展，多个入口将观众引入其他房间和项目，让参观者摆脱线性行进的局限。部分画廊设计具有适应性，可容纳未来内容和活动，展览时间延长的设置回应了路易威登的创新精神和文化灵活性。

While past Visionary Journeys were deployed into contained, designated areas of venues, here, the existing department store configuration allowed for a level of openness, to the retail floors and café as well as the public corridors of Shinsegae. Exhibition structures are at times expressed outwards like a shop “façade”, multiple entries into the exhibition generate views into other rooms and programs and allow visitors to break from a linear procession. Select galleries are designed for adaptability to accommodate future content and events over the exhibition’s extended duration, a response to Louis Vuitton’s spirit of invention and cultural agility.

▼服装展示区，Clothing display section © Kwa Yong Lee Courtesy Louis Vuitton

▼展览细节，Details © Kwa Yong Lee Courtesy Louis Vuitton

Project Credits
Client: Louis Vuitton
Location: Seoul, Korea
Site: Shinsegae The Reserve
Curation: Louis Vuitton Malletier
Creative Concept & Scenography: OMA New York Partner-in-Charge: Shohei Shigematsu
Project Leader: Jesse Catalano
Team: Benedetta Gatti, Blake Kem, Eugene Kim, Niccolo Baldi, Francesca Parmiggiani, Titouan Chapouly, Vicky Cao
Identity & Graphics: Special Offer
Executive Production: Space Sai Seoul Activation & Events Cartels/Production: ARC
Lighting Design: Lucea A/V: White Agency
Stands/Mounting: Version Bronze Art Handling (Korea): Dongbu Art
Art Handling (Paris): Chenue

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