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Brief Published: 12 Apr 2012

Louis Vuitton’s New Seoul Store


Seoul-based practice BCHO Architects has unveiled a proposal for a new store concept for French luxury fashion house Louis Vuitton within the South Korean capital, incorporating a mesmerising transparent façade and indoor public park.

The store’s unusual front elevation is formed from an undulating glass layer overlaid with perforated steel mesh strips. The mix of reflective and transparent materials has been designed to deflect natural light in intriguing ways. It would offer passersby a constantly shifting perspective of Louis Vuitton’s fashion, travel and art collections housed within the store.

Internally, a staggered floor arrangement gives different views and a spiralling tunnel, decorated with live plants, will extend from the roof to the ground floor. This introduces an abundance of natural light and ventilation to the space.

Extending the store’s offer beyond pure commerce, two concrete voids either side of the shop floor will offer spaces for some mid-retail recuperation, including an indoor public park area complete with trees and benches.

Louis Vuitton