Louis Vuitton has unveiled The Louis a new concept landmark in Shanghai in the heart of the city at Taikoo Hui in the Nanjing West Road business district. This life-size giant boat is the only “brand cultural landmark” in the world created by Louis Vuitton for the Chinese market.
This 30-meter-high giant cruise ship has a cabin made up of classic Louis Vuitton hard cases, and its hull is covered with Louis Vuitton’s classic logo. It stands in the Nanjing West Road business district, surrounded by many buildings. It is reported that the design of the ship was inspired by the legendary history of Louis Vuitton creating hard cases for transoceanic journeys in the 19th century, and also pays tribute to Shanghai’s port culture as the “Gateway to the East”.
After opening, this will become the largest brand home of Louis Vuitton in the world. Inside is the “Louis Vuitton Extraordinary Journey Exhibition” space, with a total area of 1,600 square meters, creating a three-story complex experience space that integrates the three formats of “exhibition + cultural creation + catering”. Starting from the June 28th, it will accept public reservations for visits.
Wu Yue, president of LVMH Greater China, said that the Louis Vuitton “huge ship” in Shanghai not only carries Shanghai’s profound maritime culture, but also perfectly fits the brand’s travel genes. This ship-shaped decoration echoes Shanghai’s urban spirit of “embracing all rivers and seas”, and demonstrates its international metropolis temperament of embracing innovation and riding the wind and waves.
Louis Vuitton spent over 100 million yuan to build the “giant ship”, which is a reflection of the continued enthusiasm of foreign investment in Jing’an and Shanghai. “Jing’an is one of the first choices for global debuts, first shows and first exhibitions to enter the Chinese market.” Jing’an District leaders said that at present, Nanjing West Road Business District has gathered more than 2,000 domestic and foreign brands, with international brands accounting for more than 70%.
Visitors will explore two themes in The Louis‘ exhibition, one charting the brand’s maritime roots and one tracking its history. There’s also a Perfume Room where visitors will be able to see vintage Louis Vuitton toiletry kits. A Books Room showcases writings from Gaston-Louis Vuitton, the founder’s grandson. Ernest Hemingway is also referenced as the writer was a client of the fashion house.
The Louis’ Sport Room has ski gear, rackets and more items that were designed for major brands including Formula 1 and the Olympics. Visitors can also explore ‘Workshop’ and ‘Testing’ areas that explain how many of the brand’s iconic items are made. Within these areas, visitors can speak to two Louis Vuitton artisans who lift the lid on the production process. Le Cafe Louis Vuitton on the third floor features a menu which has been designed to blend Shanghai cuisine with classic Western style dishes
Pietro Beccari, the chairman and CEO of Louis Vuitton said ‘The Louis marks a step further into Louis Vuitton’s cultural journey. Shanghai is the perfect harbour to stage such a daring fusion between retail, an exhibition and a cafe, crystallising an experiential place where creativity meets excellence.’ The chairman added that the shop embodies the brand’s ‘spirit of travelling’ through ‘ideas, emotions and inspiration’ in a ‘cheerful way’.
LOUIS VUITTON The Louis ship in Shanghai
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