LVMH opens shopping odyssey outlet

Visitors seen outside Louis Vuitton's new landmark space in Shanghai on Thursday. (GAO ERQIANG/CHINA DAILY)

Louis Vuitton, the French luxury brand under LVMH, unveiled its striking new landmark space in the heart of downtown Shanghai on Thursday, reinforcing its long-term commitment to the Chinese market.

Located on West Nanjing Road, one of Shanghai's most prestigious shopping avenues, the new flagship store adopts a bold, boat-shaped architectural design. Under the name "The Louis", the three-storey complex space looks to present a creative shopping experience beyond offering conventional luxury products.

"The Louis is unique worldwide, it is a mixture of exhibition, fine food and retail," Andrew Wu, president of LVMH Group's China unit, was quoted as saying by ThePaper.cn.

According to Wu, as a contemporary tribute to the origins of travel, "The Louis" is inspired by Louis Vuitton's 19th century history of crafting trunks for transoceanic voyages while reflecting Shanghai's port culture as an international gateway.

"The brand's travel resonates deeply with the century-old character of Shanghai. Historically a major port city, Shanghai has long been a place of vibrant movement and cultural exchange. Many people arrived by boat a hundred years ago, contributing to the city's unique collective identity. As a Shanghai native, I do hope the city, which is defined by openness and the fusion of East and West, will continue to embrace this legacy," said Wu.

In the shape of a magnificent boat, "The Louis" is a 1,600-squaremeter three-story experience space, 114.5 meters in length and 30 meters in height, consisting of retail, Le Cafe Louis Vuitton and a Louis Vuitton Visionary Journeys exhibition.

"The successful introduction of'The Louis' is the result of great efforts jointly made by all parties involved, which signals an important step as the West Nanjing Road business district is transforming into a world-class retail destination," said Han Zhi, retail director of Swire Properties.

Swire Properties is the owner and operator of HKRI Taikoo Hui, where "The Louis" is situated.

According to Han, Swire Properties has been in close cooperation with local government and partners to upgrade the business district's retail ecosystem, serving the goal of boosting Shanghai's influence in international consumption.

"The new landmark is one of the latest proofs that international brands are optimistic toward the future of China market," said Yao Lei, director of Jing'an district's commission of commerce.

According to Yao, the decision to build the space involves huge investment, showcasing China's gigantic market potential and business opportunities for international brands.

The opening of "The Louis" comes at a time when Shanghai is actively advancing the high-quality development of its "first-store economy" as part of its broader ambition to become a leading global shopping destination.

"More than 3,500 brands, both domestic and from abroad, have launched debut activities in the city as of the end of 2024, and as many as 1,269 first stores of various levels were opened across Shanghai in the past year, including 14 first stores across Asia or beyond, 202 debut stores in the country or Chinese mainland, taking a lead in terms of both quantity and quality among Chinese cities," said Hua Yuan, vice-mayor of Shanghai.

"The Louis" opens to the public starting this Saturday, and visitors can register for visits via WeChat mini program "My LV".