Summary
- Louis Vuitton debuts, a concept store with cruise-style
- The immersive space blends retail, exhibitions and dining, and nods to the sea culture and the brand’s travel trunk heritage
- Entering is free; exhibition access requires early registration through the “My LV” WeChat Mini plan
Louis Vuitton Recently, “Louis”, a concept store in the style of cruise ships, is open to the public. It is located in Nanjing West Road, Shanghai. The stunning 30-meter-high structure is a contemporary homage to Louis Vuitton’s 19th-century heritage, which is the production of hand-sized travel suitcases while also partying to Shanghai for Shanghai’s historical role as a port city and its reputation as an “Oriental Gateway.”
The design of “Louis” spans 1,600 square meters, blending tradition and innovation. The exterior is wrapped in Louis Vuitton’s iconic letter combination, and the structure’s bow is polished in steel and metal, evoking the elegance of the luxurious cruise liner. The hull is made of smooth metallic silver with bold red stripes, while the upper deck mimics the classic design of Louis Vuitton’s trunk and comes with details of a belt and white stitching. The architectural vision is immersive as iconic – immediately recognised but completely original.
Inside, the space’s design is not only visually appealing, but also a deep experience. “Louis” blends retail, exhibitions and hospitality into a unified luxury destination. The first two floors are dedicated to exhibition spaces called the “Visionary Journey” exhibition, which provides guests with the opportunity to explore Maison’s connection to maritime culture and its lasting craft heritage. Visitors encounter floating monogram trunks that seem to drift through the space, creating a surreal, dreamy atmosphere. A dedicated perfume room displays some vintage toilet kits that fit in Louis Vuitton’s trunks, while the study features Gaston-Louis Vuitton’s writings with bookshelf with trunk steering and vintage typewriter.
In another section, a sports room displays sports equipment for prestigious activities, e.g. Equation 1 and Olympic Gamesand comes with trophy trunks and curved digital screens that are wrapped around the walls to create an immersive environment. There is also a work studio and testing area where artisans offer live demonstrations of Louis Vuitton’s craft flow, giving guests a rare glimpse into the craft behind the brand.
On the top floor is Le Café Louis Vuitton, an elegant dining space that offers a well-curated fusion menu that blends local Shanghai flavors with Western cooking techniques. Guests can enjoy a meal on the outdoor terrace overlooking the boat’s deck or drink in the beautifully designed bar. The cafe also has a large selection of pastries, further enhancing the luxurious and welcoming atmosphere.
The retail space in “Louis” is extensive and well-curated, offering options for both men and women, including leather goods, accessories and ready-to-wear. Personalization plays a key role in the experience, and the unique Hot Post Station offers Shanghai-only patterns – making each purchase a custom location-specific style. Through this ambitious new concept, Louis Vuitton not only enhances its roots in travel and heritage, but also redefines the luxury retail experience.
Louis is now open to the public for free, and entering the Visionary Journey exhibition requires early registration through the My LV WeChat program.
