Louis Vuitton inaugurated its “ship” The Louis in Shanghai, China, last Saturday (28). Although it looks like a cruise ship, the installation is actually just a store located in a commercial area.
The 30-meter-high boat-shaped boutique features three floors and 1,000 m² of space. The structure of the “vessel” is a tribute to the brand’s origins, which in the 19th century produced only luggage for transoceanic travel.
Located on Nanjing West Road, The Louis features a multi-story flagship store, the Le Café Louis Vuitton café, and the Visionary Journeys exhibition — a multi-room showcase spanning two floors.
The boat-shaped design is also a tribute to Shanghai’s port culture as the “Gateway to the East” and was designed to “create a new cultural landmark” in Shanghai’s central business district, according to the team.
“This ship-shaped decoration echoes the urban spirit of Shanghai of ‘embracing all rivers and seas’ and showcases its international outlook of innovation and drive toward the future,” said Wu Yue, president of LVMH Greater China, according to a report by Forbes.
Pietro Beccari, president and CEO of Louis Vuitton, added that the concept represents a new chapter in the cultural evolution of the brand. “The store embodies the brand’s ‘spirit of travel’ through ideas, emotions, and inspiration, in a joyful way.”
Photo and video: Louis Vuitton / Instagram @louisvuitton. This content was created with the help of AI and reviewed by the editorial team.
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