Seoul, the new retail destination
The country’s creative energy is reminiscent of Japan twenty years ago. This is a market whose importance and sophistication are exponentially increasing in many areas, especially technologies, fashion, music, architecture and design. A new market has thus opened up for European luxury brands, which are gradually setting up huge flagship stores, attempting to win over this new market with their entire brand worlds.
![Séoul, flagship, Louis Vuitton, Frank Gehry, Peter Marino, Maison Séoul, Conran Shop, Lotte](https://promostyl-jp.com/wp-content/uploads/2019/12/frank-ghery-louis-vuitton-maison-seoul-architecture-photos-yong-joon-choi_dezeen_2364_col_5-821x1024.jpg)
Louis Vuitton
Louis Vuitton has just opened its new flagship store in Seoul. The brand entrusted the structure of the building to Frank Gehry, who designed huge glass sails on a white cube. The roof makes reference to the curved roofs of traditional Korean architecture and the undulating forms of the Fondation Vuitton in Paris.
![Séoul, flagship, Louis Vuitton, Frank Gehry, Peter Marino, Maison Séoul, Conran Shop, Lotte](https://promostyl-jp.com/wp-content/uploads/2019/12/frank-ghery-louis-vuitton-maison-seoul-architecture-photos-yong-joon-choi_dezeen_2364_hero-1024x576.jpg)
Maison Seoul spans five floors and brings together clothing, accessories, couture, decorative objects and a temporary exhibition space. The interior was designed by Peter Marino. A fabulous store in the style of an architectural house where the entire brand world is displayed from A to Z to welcome a new clientele.
![Séoul, flagship, Louis Vuitton, Frank Gehry, Peter Marino, Maison Séoul, Conran Shop, Lotte](https://promostyl-jp.com/wp-content/uploads/2019/12/frank-ghery-louis-vuitton-maison-seoul-architecture-photos-yong-joon-choi_dezeen_2364_col_4-768x1024.jpg)
![Séoul, flagship, Louis Vuitton, Frank Gehry, Peter Marino, Maison Séoul, Conran Shop, Lotte](https://promostyl-jp.com/wp-content/uploads/2019/12/frank-ghery-louis-vuitton-maison-seoul-architecture-photos-yong-joon-choi_dezeen_2364_col_2-670x1024.jpg)
Conran Shop
Spanning two levels, the new Conran Shop store adjoins the key Lotte department store.
![Séoul, flagship, Louis Vuitton, Frank Gehry, Peter Marino, Maison Séoul, Conran Shop, Lotte](https://promostyl-jp.com/wp-content/uploads/2019/12/conran-shop-gangnam-seoul-south-korea-shop-interiors_dezeen_2364_col_4-1024x662.jpg)
The first floor of the store, devoted to the lifestyle product collection, boasts an entirely white, almost clinical space set off with glass and steel screens.
![Séoul, flagship, Louis Vuitton, Frank Gehry, Peter Marino, Maison Séoul, Conran Shop, Lotte](https://promostyl-jp.com/wp-content/uploads/2019/12/conran-shop-gangnam-seoul-south-korea-shop-interiors_dezeen_2364_col_7-1024x686.jpg)
On the second floor, the brand has decided to highlight a library and then a space for its furniture, lighting and textiles. A very minimal and cold, virtually non-existent setting that gives pride of place to the furniture.
![Séoul, flagship, Louis Vuitton, Frank Gehry, Peter Marino, Maison Séoul, Conran Shop, Lotte](https://promostyl-jp.com/wp-content/uploads/2019/12/conran-shop-gangnam-seoul-south-korea-shop-interiors_dezeen_2364_col_2-1024x683.jpg)