JP at Louis Vuitton / Shinsegae

Hugo Toro conceived this restaurant on the Louis Vuitton rooftop at the Shinsegae building in Seoul as an immersive experience. Designed in collaboration with Maison Louis Vuitton, the space was developed specifically to bring together the house’s craftsmanship with South Korea’s architectural and cultural heritage. The brand’s iconic codes are reinterpreted in a contemporary language, creating a clear and cohesive experience.

JP at Louis Vuitton offers a warm and welcoming atmosphere, with an almost residential feel. The character of the rooftop is balanced by a sense of comfort, allowing visitors to feel at ease while taking in views over Seoul. The project follows a sensory approach. From the entrance, warm tones connect with the skyline and the city’s silvery light. The lighting introduces a softwarmth, while materials such as wood and a red plaster inspired by Épi leather add texture.

Located in Gangnam, the space engages with its surroundings and local traditions. Rugs designed by Hugo Toro are produced in jacquard using artisanal techniques, and the ceiling features a carefully composed pattern. Movement through the space is organized in sequence, creating more intimate areas defined by arches and enclosed rooms, including a VIP space.

Every element of the project was developed by the studio, including furniture, lighting, rugs, wall panels, and architectural details. Working with Louis Vuitton provided an opportunity to explore craftsmanship, understand materials more deeply, and highlight artisanal processes. For Hugo Toro, the project required a high level of precision and a focused approach, pushing the work further in a thoughtful way.