Louis Vuitton Launches "The Louis," an Immersive Cruise-Inspired Concept Store in Shanghai

Louis Vuitton unveils “The Louis,” a cruise-themed concept store situated in Shanghai’s Nanjing West Road area.

Louis Vuitton

Louis Vuitton has recently inaugurated “The Louis,” a cruise-themed concept store situated on Nanjing West Road in Shanghai. The impressive 30-meter-tall edifice serves as a modern monument to Louis Vuitton’s 19th-century legacy of producing hand-sized travel trunks, while also acknowledging Shanghai’s historical significance as a port city and its designation as the “Gateway to the East.”

Covering 1,600 square meters across three tiers, the design of “The Louis” integrates tradition with modernity. The façade is adorned with Louis Vuitton’s emblematic monogram, while the bow of the structure is finished in polished steel and metal, reminiscent of the sophistication of a luxury cruise ship. The hull is coated in polished metallic silver, highlighted by a striking red stripe, while the upper decks emulate the traditional appearance of Louis Vuitton trunks, featuring leather straps and white stitching-like embellishments. The architectural idea is both immersive and iconic—immediately recognizable yet wholly original.

Louis Vuitton

The interior is crafted to be both visually striking and profoundly immersive. "The Louis" integrates retail, exhibition, and hospitality into a singular premium destination. The initial two levels are allocated to the exhibition space known as the “Visionary Journeys” exhibition, which provides visitors an opportunity to investigate the maison’s association with maritime culture and its lasting heritage of workmanship. Visitors observe floating monogram trunks that seem to glide around the space, establishing a weird, dreamlike ambiance. A specialized scent room displays historic toiletry kits, some housed in Louis Vuitton trunks, and a book room contains the works of Gaston-Louis Vuitton, complemented with a trunk repurposed as a bookshelf and a vintage typewriter.

A sports room showcases sporting equipment utilized in esteemed events like Formula 1 and the Olympics, enhanced by trophy cases and curving digital panels that envelop the walls, fostering an immersive atmosphere. A functional atelier and testing space exists where artists conduct live demonstrations of Louis Vuitton’s artisanal techniques, granting visitors an exclusive insight into the brand's expertise.

Louis Vuitton

Atop the building is Le Café Louis Vuitton, a sophisticated dining venue presenting a handpicked fusion menu that combines local Shanghai ingredients with Western culinary methods. Patrons may savor their meals on an outside patio with a view of the ship’s deck or indulge in beverages at the elegantly decorated bar. The café features an extensive array of pastries, accentuating the opulent yet inviting atmosphere.

The retail rooms at “The Louis” are spacious and meticulously curated, including products for both men and women, including leather goods, accessories, and ready-to-wear items. Personalization is integral to the experience, featuring exclusive hot-stamp stations that provide Shanghai-specific themes, so imparting a bespoke, location-oriented quality to each purchase. Through this ambitious concept, Louis Vuitton not only strengthens its foundations in travel and tradition but also redefines the luxury shopping experience.

The Louis is currently accessible to the public at no cost, however entry to the “Visionary Journeys” exhibition necessitates prior registration via the “My LV” WeChat micro program.