Louis Vuitton Unveils “The Louis,” an Immersive Cruise-Inspired Concept Store in Shanghai

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Summary

  • Louis Vuitton debuts “The Louis,” a cruise-inspired concept store located in Shanghai’s Nanjing West Road district
  • The immersive space blends retail, exhibition and dining, with nods to maritime culture and the brand’s travel trunk heritage
  • Entry is free; exhibition access requires advance registration via the “My LV” WeChat mini program

Louis Vuitton has unveiled “The Louis” to the public, a modern store inspired by cruises, situated on Nanjing West Road in Shanghai. This magnificent 30-meter-high structure is a contemporary tribute to Louis Vuitton’s 19th-century craftsmanship of travel trunks, and it also honors Shanghai’s past as a maritime city and its nickname as the “Eastern Gateway.

Covering approximately 1,600 square meters over three stories, “The Louis” blends classic tradition with modern innovation in its design. The building’s exterior is adorned with Louis Vuitton’s renowned monogram, while the structure’s bow gleams in steel and metal, reminiscent of a luxury ocean liner’s elegance. The hull is sleekly coated in metallic silver, highlighted by a vibrant red stripe, and the upper decks replicate the design of Louis Vuitton trunks, featuring leather straps and white stitch-like details. This architectural concept is both immersive and iconic – instantly identifiable yet uniquely original.

Within, the space has been thoughtfully designed to be not just visually appealing, but also immersive. “The Louis” seamlessly combines retail, exhibits, and hospitality into one luxurious hub. The lower levels are allocated as an exhibition area called “Visionary Journeys”, providing visitors with opportunities to delve into the brand’s maritime heritage and its continued tradition of fine craftsmanship. As you explore, you’ll find floating monogram trunks giving the impression they’re drifting through the space, creating a surreal, dreamlike ambiance. A separate perfume room displays vintage toiletry kits housed within Louis Vuitton trunks, while a library showcases the works of Gaston-Louis Vuitton, presented alongside a bookshelf-turned-trunk and an antique typewriter.

In another part of the facility, you’ll find a sports exhibit showcasing equipment from renowned competitions like Formula 1 and the Olympics. This area is adorned with trophy cases and curving digital screens that envelop the walls, offering an engaging experience. Additionally, there’s a functioning workshop and testing zone where artisans demonstrate Louis Vuitton’s traditional crafting techniques in real-time, giving visitors a unique peek into the artistry behind the brand.

Perched atop is Le Café Louis Vuitton, a refined dining area showcasing a unique fusion menu combining Shanghai’s local tastes with Western cooking methods. Diners can savor their meals on an open-air terrace, offering breathtaking views of the ship’s deck, or unwind with beverages at the stylishly crafted bar. The café additionally offers an extensive variety of pastries, adding to its opulent yet inviting atmosphere.

The retail areas at “The Louis” are spacious and carefully designed, showcasing items for both male and female shoppers such as leather goods, accessories, and ready-to-wear clothing. A personalized touch is emphasized in the shopping experience, with unique hot-stamp stations offering distinctive Shanghai symbols – making each purchase uniquely associated with this location. By introducing this innovative concept, Louis Vuitton not only strengthens its connection to travel and tradition but also reshapes what a high-end retail encounter could be.

The Louvre (Louis) is currently open for everyone to visit without any cost, but if you want to see the “Visionary Journeys” exhibition, you need to register in advance through the “My LV” WeChat mini program.

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2025-07-09 10:56