Dosan Hot Spot, Louis Vuitton Dosan Store | 1 — [Photo provided by Louis Vuitton]

Louis Vuitton is unveiling its 2024 S/S men's collection at the Dosan Store. Pharrell Williams, the Creative Director of Louis Vuitton's men's collection, introduces this collection that combines Louis Vuitton's brand DNA with his originality, presenting a new world view.

Dosan Hot Spot, Louis Vuitton Dosan Store | 2 — [Photo provided by Louis Vuitton]

The 2024 S/S men's collection focuses on the sun, the source of life. The inspiration drawn from the sun is vividly expressed throughout the collection, in the graphic lines, warmth of the color palette, and the shining surfaces of metal decorations on clothing and accessories. The signature pearls and crystals of Pharrell Williams, incorporated into the outfits, complete the dandyism based on the fashion aesthetic of 'sartorialism,' focusing on suits and tailoring.

Dosan Hot Spot, Louis Vuitton Dosan Store | 3 — [Photo provided by Louis Vuitton]

Moreover, throughout the collection, Louis Vuitton's initials are expressed as 'LVERS', a new symbol of culture. 'LVERS' is derived from the slogan of Pharrell Williams' home state of Virginia, 'Virginia is for lovers', symbolizing a spirit centered around warmth, happiness, and welcome. It represents the diverse global community culture formed by people who resonate with the core values of the maison.

Dosan Hot Spot, Louis Vuitton Dosan Store | 4 — [Photo provided by Louis Vuitton]

Dosan Hot Spot, Louis Vuitton Dosan Store | 5 — [Photo provided by Louis Vuitton]

Dosan Hot Spot, Louis Vuitton Dosan Store | 6 — [Photo provided by Louis Vuitton]

The Louis Vuitton Dosan Store perfectly embodies the characteristics of the collection, from its interior design to its special product packaging. Inspired by the sun, the store has been revitalized with gold colors both outside and inside. It also features Pharrell Williams' reinterpretation of Louis Vuitton's heritage monogram pattern, as well as the combination of Damier and camouflage patterns in the new 'Damouflage' pattern throughout the store.

Dosan Hot Spot, Louis Vuitton Dosan Store | 7 — [Photo provided by Louis Vuitton]

At the 3rd-floor café LV Lovers, menus creatively reinterpret Korea's iconic street food, 'Bungeoppang', in Louis Vuitton's style, inspired by Pharrell Williams' street fashion. The store also features a photo booth to capture memories of its unique interior and an event to send postcards expressing gratitude to loved ones for the new year.

Pharrell Williams, Creative Director of the Louis Vuitton Men's Collection, explained, “The Louis Vuitton 2024 S/S Men's Collection offers designs that can suit anyone and anywhere, encompassing dandy, comfort, resort, and sport styles, as well as the core products of the house presented every season.”

Located near Dosan Park, the Louis Vuitton Dosan Store operates as a transformation store, showcasing season-appropriate themes in both its products and store displays, inside and out.