Louis Vuitton has always been synonymous with the spirit of travel, and things took a literal turn when the maison unveiled its latest landmark shop in the shape of a life-size cruise ship. The new shop in Shanghai, China, is dubbed The Louis and sits at Taikoo Hui in the city’s Nanjing West Road business district. While you may not find waves, water, and breezy weather, you will be enthralled by retail, hospitality, and an exhibition onboard.
Spanning a whopping 13,000 square feet across three floors and 10 themed rooms, the exhibition reflects the French label’s success that began in the 19th century crafting hard-sided travel trunks. Yes, the shape is unusual, and yes, it is unlike anything one can expect, yet it still manages to be instantly recognizable as the exterior features a cabin constructed from classic Louis Vuitton trunks, while the hull is adorned with the brand’s iconic monogram.
Wu Yue, president of LVMH Greater China, said, “This ship-shaped decoration echoes Shanghai’s urban spirit of ‘embracing all rivers and seas’ and showcases its international outlook of innovation and forward momentum.” On one of the three levels of The Louis, visitors can witness the “Louis Vuitton Extraordinary Journey” exhibition that delves into the maison’s connection to maritime culture.
In addition, there will be a Perfume Room with vintage toiletry kits, a Book Room showcasing works by Gaston-Louis Vuitton, and a Sports Room displaying gear used for events such as Formula 1 and the Olympics. Even the most extravagant maisons recognize the connection between humans and gastronomy, which is why Le Café Louis Vuitton, occupying a place of pride on the foredeck, offers a curated menu that blends local Shanghai flavors with Western culinary influences.
The French luxury brand is no stranger to making a statement with its stores. The Island Maison at Marina Bay Sands in Singapore is the world’s only floating Louis Vuitton: a glass-and-steel crystal pavilion that sits on the water and is linked to shore by an underwater tunnel. Another time the maison turned retail into art was at the Tiger Tail Maison in Chengdu, China, where a 100-plus-foot sculpted tiger tail threaded through the façade, crossed the courtyard, and wound into the store windows, transforming the flagship into a prowling installation.
As for The Louis, it debuts on Friday, June 27, and the brand will host a 24-hour celebration that kicks off at midnight.
