Following the grand opening of its flagship store in Milan, luxury fashion powerhouse Louis Vuitton is making waves in Shanghai with a groundbreaking new concept, aptly named "The Louis." This latest venture is designed in the form of a life-size cruise ship, merging luxury retail, hospitality, and an art exhibition into a single immersive experience, all under the auspices of LVMH Moët Hennessy Louis Vuitton.

Pietro Beccari, the chairman and CEO of Louis Vuitton, expressed excitement about this innovative project, stating in an email to WWD, "The Louis marks a step further into Louis Vuitton’s cultural journey. Shanghai is the perfect harbor to stage such a daring fusion between retail, an exhibition and a café, crystallizing an experiential place where creativity meets excellence." He emphasized that this venue embodies the spirit of travel, transcending geographical boundaries and engaging visitors through ideas, emotions, and inspiration.

Notably, the exterior of The Louis boasts a striking metallic monogram that glimmers under the Shanghai sun, making it an eye-catching addition to the HKRI Taikoo Hui luxury shopping mall, located on the bustling West Nanjing Road. The design features stacked upper levels that mimic the appearance of Louis Vuitton's iconic trunks, evoking nostalgia for the brand's history and its connection to travel.

The inspiration for the design is deeply rooted in history, linking Louis Vuitton's founding — which began with the creation of monogrammed trunks for transoceanic voyages in the 19th century — to the historical opening of Shanghai as a treaty port in 1843. As a result, Shanghai emerged not just as a city but as the "Gateway to the East," a title that solidified its status as a major global port by the 1930s.

The brand articulated that the cruise ship-like structure reflects Shanghai's ethos of "embracing all rivers" and its innovative, cosmopolitan identity. In this regard, The Louis is positioned as a cultural interface, transforming traditional retail spaces into platforms for public dialogue and urban spirit.

Spanning 17,850 square feet and three sprawling stories, The Louis replaces previous standalone retail locations and welcomes visitors into its maritime-themed atmosphere. Upon entering, guests will encounter the "Visionary Journeys" exhibition, a collaboration with the internationally renowned OMA architectural firm. This exhibition encompasses 13,000 square feet and includes ten thematic rooms that invite exploration.

Shohei Shigematsu, a partner at OMA based in New York, shared that the exhibition aims to provide a unique experience of rediscovery regarding Louis Vuitton's identity. The centerpiece of the exhibition is the installation titled "Trunkscape," which creates a tunnel experience enhanced by ever-changing LED displays of natural landscapes from Guilin, a region celebrated in the brand’s new travel campaign set to launch on July 1. The campaign, shot by American photographer Alec Soth, encourages viewers to explore lesser-known areas of China, challenging conventional Western narratives.

Shigematsu noted, "The trunk represents the weight and stability of the identity, but I thought that it was our role to destabilize it a little… to create a space where you’re not really exhibiting the trunks; you are creating the space by using the trunks." This innovative approach transforms the trunks into dynamic elements of the design, rather than static displays.

In the Shanghai exhibition, seven out of ten rooms are newly created, promising a diverse, unpredictable, and enjoyable experience for visitors. One section, "Origins," immerses guests in the brand's historical narrative, encapsulating Louis Vuitton’s legacy from its origins in Asnières in 1859. The thematic room "Voyage" takes a playful approach to the concept of travel, showcasing whimsical bag designs and artifacts from revered travelers.

Additionally, The Louis features rooms dedicated to the brand's expansion into various domains, such as perfume, literature, and sports. The "Perfume" room displays archival items related to the brand's scent history, while the "Books" room celebrates Gaston-Louis Vuitton's diverse interests, featuring writings and sketches, including a nod to Ernest Hemingway, a famed client of the house.

The "Sport" room highlights the brand's integration into the athletic world, presenting archival items like ski gear and trophy trunks for renowned events such as Formula 1 and the Olympics. The exhibition also showcases the evolution of Louis Vuitton’s iconic bags in the "Fashion in Motion" room, tracing their design lineage through creative leads like Marc Jacobs and Virgil Abloh.

At the conclusion of the exhibition, visitors are welcomed into a retail space on the second floor where they can purchase a curated selection of Louis Vuitton products, including new styles and exclusive items. From the retail experience, guests ascend to the third floor, where they will encounter Le Café Louis Vuitton, the brand's inaugural dining establishment in Shanghai.

Le Café Louis Vuitton, managed by executive chef Leonardo Zambrino, offers a unique menu that blends Shanghai-style cuisine with classic Western dishes. With 70% of the menu featuring newly crafted cultural dishes, highlights include "monogram Raviolis," inspired by traditional Chinese dumplings, and a unique twist on Caesar salad. The dessert menu brings together signature items from other Louis Vuitton cafés alongside new creations that reflect local flavors.

The grand opening of The Louis is set for Thursday, followed by a 24-hour celebration beginning at midnight on Friday. This event will feature a variety of cultural and culinary experiences, from Tai Chi sessions to poetry salons, allowing visitors to immerse themselves in a blend of culture, wellness, and gastronomy. Starting June 28, the venue will open to the public, with time slots available through the "My LV" WeChat Mini Program, while reservations for Le Café Louis Vuitton can be made via the "LV Café" WeChat Mini Program.