[Report] "A Cup of Tea in the Louis Vuitton Autumn Garden" Visiting the Louis Vuitton Popup Restaurant

Collaboration with Michelin Chef Alain Passard
Autumn Garden Theme... Custom-Made Tableware Included

On the 17th, employees dressed in gardener outfits are tidying up tables at the Louis Vuitton restaurant.

[Asia Economy Reporter Jeon Jinyoung] "Wow, it really feels like being in a forest. Look at that ceiling."

On the afternoon of the 17th at 3 PM, a pop-up restaurant collaborated with Michelin-starred chef Alain Passard opened at Louis Vuitton Maison Seoul, located in Cheongdam-dong, Gangnam-gu, Seoul. The afternoon tea session was bustling with no empty seats, and guests wearing dresses with the Louis Vuitton logo or carrying handbags such as the Louis Vuitton Alma stood out.

The theme of this restaurant is "Autumn Garden." It focused on embodying Chef Alain Passard's philosophy that "nature is the best cookbook." Lanterns inspired by honeycombs and autumn leaves were hung from the ceiling to create the feeling of camping in an autumn night garden. In line with the concept, the staff wore matching green gardener uniforms while serving. Instead of the usual classical music commonly heard in restaurants, sounds of wind, birds, and thunder were played to enhance the immersive experience of dining in a forest. Special attention was also given to the cutlery. The tableware was custom-made through a collaboration between Maison Fragile and the chef, featuring illustrations of vegetables and fruits to evoke a nature-friendly atmosphere. Throughout the restaurant, Louis Vuitton furniture with vibrant colors reminiscent of flowers was arranged. The famous red "Flame Chair" by Louis Vuitton, popularized by actress Go So-young sitting and taking photos, was also placed in a corner of the restaurant. From tableware to interior design, the overall feeling faithfully adhered to the concept of nature.

Tea food at the Louis Vuitton pop-up restaurant.

During the tea time, the chef's signature dishes were served, including egg dishes, rose-shaped apple tarts, macarons filled with stewed peach flesh, and Mont Blanc. Since it was a pop-up restaurant held in Seoul, the use of Korean ingredients was also notable. The egg dish, eaten by mixing warm yolk with cold sauce, included the traditional Korean sweetener gam sikcho (persimmon vinegar).

This Louis Vuitton pop-up restaurant attracted consumer interest even before opening, with all sessions for lunch, tea time, and dinner fully booked within 10 minutes. Mr. Park, in his 30s, said, "I like the Louis Vuitton brand, so I made a reservation for this tea time without hesitation following the previous pop-up restaurant. The nature-friendly atmosphere makes the concept feel more definite than the last restaurant."

This collaboration by Louis Vuitton is significant in lowering consumers' psychological burden before purchasing high-priced products, allowing them to experience the brand. An industry insider stated, "Unlike existing luxury brand events that individually invite only VIPs, restaurants and similar experiences are gaining popularity because consumers can come and experience the brand as long as they are willing to pay."