Louis Vuitton docks in Shanghai with The Louis

French luxury brand Louis Vuitton (LV) has unveiled The Louis, a boat-shaped structure moored in Shanghai. Featuring a metallic Monogram-patterned hull on the exterior, the space houses dining, shopping and exhibition areas. This innovative concept connects LV's travel heritage with Shanghai's historical significance as a trading port and "gateway to the east", representing a major brand evolution for the city.

Located in HKRI Taikoo Hui, a landmark mixed-use commercial property in the prime district of Nanjing West Road, The Louis aims to offer audiences a showcase beyond a traditional flagship, blending design, heritage, and cultural engagement.

The space draws inspiration from transoceanic voyages, from its elegant prow and hull embellished with a metallic Monogram, to the sumptuous deck and the stacked upper levels resembling brand’s historic trunks. Every detail embodies the essence of the luxury brand.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from HKRI Taikoo Hui said Today’s consumers are purpose-driven and experience-oriented and this shift calls for commercial spaces to go beyond transactions and become platforms for inspiration, exploration and value creation. "The launch of 'The Louis' echoes this evolution – delivering a unique experience that reinforces HKRI Taikoo Hui’s position as a hub for cultural expression and brand innovation."

HKRI Taikoo Hui effectively leverages arts and culture as powerful marketing tools by transforming from a mere retail hub into a vibrant cultural destination, said the spokesperson." Hosting art exhibitions featuring local or renowned artists, staging live performances, offering interactive workshops, or incorporating culturally-significant installations create unique, engaging experiences that attract diverse audiences."

"This strategy boosts footfall and enhances HKRI Taikoo Hui's brand image as a community-centric space and generates significant social media buzz as visitors share visually-appealing content. Apart from standing out from competitors, the combination of creativity and local heritage fosters customer loyalty and ultimately drives sales by attracting customers who seek enriching experiences alongside the shopping experience," added the spokesperson.

Visitors begin their journey on the first floor with the exhibition “Visionary Journeys”, designed in collaboration with the international architectural firm OMA. Spanning 1,200 square metres across two levels, the exhibition offers a deep exploration of the brand’s multi-dimensional legacy.

Centred on themes of travel, craftsmanship, fashion, and innovation, the exhibition features a series of themed galleries, including a voyage room, perfume room, book room, and more, rediscovering the forward momentum of LV from its beginnings through the present day.

Ascending to the second floor, guests can transit into the LV store, showcasing a curated selection of women’s and men’s leather goods, small accessories, shoes, and travel items.

On the third floor, Le Café Louis Vuitton features a bar and relaxed seating areas. The dining space blends warm wood tones, soft lighting, and curated bookshelves, evoking the serenity of classic ocean liners. The design embodies east-meets-west, creating a dialogue between Western and Chinese influences. The menu features both LV’s signature dishes and exclusive new creations crafted especially for this location.

The mall targets a dynamic and diverse audience of modern urban consumers who seek quality, inspiration and meaningful experiences, said the spokesperson. "This includes local high-net-worth individuals, lifestyle-driven explorers, young professionals, and experience-focused travellers from across the Chinese Mainland and abroad."

To celebrate this new cultural icon in Shanghai, HKRI Taikoo Hui has collaborated with Meta Media Group to present “Ocean Encounters” – a cross-cultural art initiative that brings together artists from the Chinese Mainland, the United Kingdom and Japan, said the spokesperson. "This project transforms the bustling urban landscape into a boundless oceanic realm, shaping a vibrant cultural hub that radiates creativity. Here, art transcends its role as mere exhibit, becoming a medium for social connection, while aesthetics inspire authentic perception and dialogue between people, the city and nature."

“We have always approached development with a global perspective, collaborating across disciplines to thoughtfully shape a world-class commercial landmark. Over the years, we have continued to upgrade our retail offerings by introducing a series of ‘first-in-market’ experiences from leading international brands – bringing globally-connected concepts to Shanghai. Our goal is to create immersive, world-class and rare retail experiences for both local and international visitors to Nanjing West Road,” said Calvin See, joint general manager of HKRI Taikoo Hui.

For HKRI Taikoo Hui, art is not merely decoration – it is a means of communication. We hope that visitors don’t just ‘view exhibitions’ here, but encounter art organically, make meaningful connections, and experience how commercial spaces can truly serve as cultural carriers within the city. We hope to drive industry innovation through the engine of culture and the foundation of experience – bringing more inspiration and imagination to quality living, while building deeper, more meaningful connections with our consumers,” said Connie Ting, joint general manager of HKRI Taikoo Hui.

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Back in May last year, LV covered its New York flagship store with a giant luggage facade, continuing its tradition of creative storytelling through architecture. The design referenced the brand's historic Trianon Grey canvas, a light grey textile from the 19th century.

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