French luxury powerhouse Louis Vuitton launched its most theatrical retail venture to date, unveiling a towering ship-shaped installation that dominates Shanghai’s Nanjing West Road business district. ‘The Louis’, standing nearly 100 feet tall and spanning over 17,000 square feet across three levels, transforms the traditional concept of luxury retail into an immersive cultural experience.
The structure combines retail space, exhibition galleries, and hospitality under one maritime-inspired roof, creating what the company describes as a new cultural landmark within Shanghai’s central business district. Designed by architect Shohei Shigematsu from OMA, the installation pays homage to both Louis Vuitton’s 19th-century trunk-making heritage and Shanghai’s identity as the “Gateway to the East.”
A Maritime Masterpiece
The building’s exterior immediately captivates with its cruise ship silhouette, complete with an elegant prow and a hull adorned in Louis Vuitton’s metallic Monogram pattern. The upper levels evoke the image of stacked historic trunks, while the cabin structure incorporates elements of the brand’s classic cases. This architectural masterpiece transforms the entire building into a three-dimensional tribute to Louis Vuitton’s storied travel heritage.
Positioned prominently on Wujiang Road, the structure’s form offers a dramatic contrast to the surrounding commercial landscape. The ship-inspired design pays homage to Shanghai’s port legacy while nodding to the Maison’s 19th-century origins, when its trunks were designed for long voyages and grand adventures.
The interior experience unfolds through a series of meticulously curated thematic zones, beginning with the Trunkscape installation, an archway composed entirely of Monogram canvas trunks. This striking entryway serves as both a sculptural centrepiece and a symbolic gateway, linking Louis Vuitton’s trunk-making heritage to the brand’s modern expression of luxury retail.
From there, the Visionary Journeys exhibition leads visitors through seven thoughtfully curated rooms: Origins, Voyage, Perfume, Books, Sport, Fashion, and Workshop. Each space tells a chapter of the brand’s story, from its beginnings in 1859 Asnières to its modern collaborations with creative visionaries like Marc Jacobs, Nicolas Ghesquière, Virgil Abloh, and Pharrell Williams. Highlights include rare treasures such as Ernest Hemingway’s Library Trunk alongside the latest perfume innovations crafted by Jacques Cavallier-Belletrud.
Crafting Legacy, One Stitch at a Time
The workshop areas come alive with skilled artisans demonstrating the timeless craft behind Louis Vuitton’s leather goods and accessories. The traditional tools and rich aroma of fine leather turn the space into a living atelier, a rare glimpse into the artistry that defines the brand.
Nearby, the Sports Room celebrates Louis Vuitton’s presence at iconic events like Formula 1 and the Olympics, showcasing exclusive merchandise tied to these global stages. The Book Room offers a quiet retreat featuring works by Gaston-Louis Vuitton, while the Perfume Room serves as a sensory journey through time, lined with vintage toiletry treasures that tell stories of the brand’s early steps beyond trunks into lifestyle and beauty.
Savouring Shanghai from New Heights
Le Café Louis Vuitton occupies the structure’s top floor, offering what the company describes as a curated menu blending local Shanghai flavours with Western culinary influences. With sweeping views across the city’s skyline and interiors echoing the ship-like design, the café offers a moment of calm indulgence above the busy urban district.
LVMH Greater China president Wu Yue describes the architectural form as a tribute to Shanghai’s identity: a city that “embraces all rivers and seas.” Chairman and CEO Pietro Beccari positioned the concept as representing a new chapter in the brand’s cultural evolution, suggesting this format may influence future retail developments.
The journey concludes at ‘The Louis’ retail gallery, where leather goods, accessories, and travel pieces are artfully displayed in a space that embodies a museum-like experience.
Louis Vuitton’s ‘The Louis’ in Shanghai can visit the exhibition daily from 10 AM to 10 PM at HKRI Taikoo Hui, Jing’an District. Admission is free, but advance registration is required through the ‘My LV’ WeChat to secure a time slot.