The preferred audio visual equipment supplier for high-end retail

Delivering Multi-zone Audio for Louis Vuitton’s Seoul Megastore

Louis Vuitton’s Shinsegae flagship in Seoul is a six-storey “mega trio” store, the first of this kind in Asia, housing retail, beauty, hospitality, and cultural spaces under one roof. Set within a preserved 1930s building, the project represents a major investment in one of the brand’s most important global markets.

LSI was engaged to design and deliver a cohesive, multi-zone audio system across the building, working alongside local integrator, Architectural Audio Corporation (AACK).

The Brief

We were asked to deliver distinct audio environments for vastly different functions: retail floors, VIP (VIC) suites, café and restaurant spaces, and rooftop terraces. Each came with unique material and structural constraints. Wood ceilings could not be cut, feature ceilings demanded invisible integration, and legacy building infrastructure limited equipment placement.

In addition, Korean regulations required all systems to integrate with building-wide emergency broadcast infrastructure, extending even to back-of-house areas. Without a carefully engineered approach, the project risked fragmented sound experiences, compromised aesthetics, and operational complexity for staff.

Supplying Flexible Audio Visual Sound

LSI designed a centralised yet flexible system, using fibre optic infrastructure to connect multiple equipment racks across floors—ensuring consistent audio control throughout the building.

The approach balanced technical sophistication with operational simplicity. Systems were standardised and intuitive, allowing staff to easily manage audio across zones. In VIP rooms, LSI introduced Bluetooth connectivity, enabling guests to personalise their experience while maintaining brand consistency.Close collaboration with Korean-based AACK ensured local compliance, particularly around emergency system integration, while LSI managed ongoing design revisions in response to evolving architectural changes.

Specialist Audio Solutions: Surfaces Become Sources for Sound

Several specialist solutions enabled LSI to meet both design and performance demands. Sonance invisible speakers were used in areas where ceilings could not be altered, effectively turning surfaces into sound sources without visual impact.

In the cafe, Sonance small-aperture speakers, which are designed to resemble downlights, delivered high-quality audio within a metal and leather ceiling concept. For exterior terraces, James loudspeakers were custom-finished to match the building’s façade and engineered to withstand extreme temperatures from -30°C to +40°C, ensuring durability without visual intrusion.

Results

The result is a unified, discreet audio ecosystem spanning a complex, multi-use environment. Each space delivers a tailored acoustic experience aligned with its function, while maintaining Louis Vuitton’s exacting aesthetic standards.

LSI’s design supports both operational efficiency and elevated customer experience—demonstrating its capability to execute large-scale, high-complexity projects where architecture, brand, and technology must work in complete alignment.