Louis Vuitton Sets Sail In Shanghai With ‘The Louis’

Louis Vuitton has officially launched The Louis — an innovative new concept space that blends retail, culture, and gastronomy — in the heart of Shanghai. Shaped like a surreal, life-size ship, this striking structure reimagines the brand’s legacy of travel while honouring the city’s maritime roots. Located on Wujiang Road, this floating metaphor rises amidst Shanghai’s skyline, setting sail into new waters of immersive retail and experiential storytelling.

A Ship of Stories

Inspired by the House’s beginnings as trunk-makers for ocean voyages in the 1800s, The Louis looks like a ship sculpted out of dreams — complete with a metallic Monogram hull, stacked trunk-like levels, and a sleek prow that alludes to historic sea vessels. This design celebrates both Louis Vuitton’s heritage and Shanghai’s identity as a port city once hailed as the “Gateway to the East”.

Inside ‘The Louis’: Fashion, Food & Fascination

The multi-level space offers more than just shopping. On the third floor is Le Café Louis Vuitton, an elegantly styled eatery that captures the spirit of ocean liner dining rooms. Warm wood accents, soft lighting, and a curated selection of art books enhance the café’s refined ambiance. Patrons can enjoy luxurious yet casual bites inspired by Shanghai’s cultural blend, crafted by Chefs Leonardo Zambrino and Zoe Zhou.

Signature dishes include the Monogram Ravioli — shaped like traditional Jiaozis — and the 5th Avenue Lobster Roll, already famous at other Louis Vuitton cafés globally. Local highlights like the “Mandarin Croque” and “Louis Hao” reflect an East-meets-West culinary philosophy, while desserts like Jasmine Peach Charlotte offer the perfect finish.

A Visionary Exhibition: Travel through Time

The Louis Vuitton Visionary Journeys exhibition occupies the lower levels of the vessel. Designed by Shohei Shigematsu of OMA, the space takes visitors on an immersive journey through the House’s creative evolution.

Upon entry, visitors are greeted by the Trunkscape — a fantastical archway made of floating Monogram trunks. It’s an art installation and a portal to Louis Vuitton’s past, present, and future.

From there, the exhibition unfolds into themed rooms:

Origins

Tracing Louis Vuitton’s early innovations in trunk design from its Asnières workshop to transatlantic travel marvels.

Voyage

A whimsical look at travel objects, historic patents, and iconic pieces like the Keepall and the Neverfull.

Perfume Room

Featuring vintage flacons and the story behind scents like Heures d’absence, showcasing fragrance as a vessel of memory.

Sport

From Formula 1 and the FIFA World Cup to Olympic partnerships, the House’s iconic trophy trunks and gear cases are on full display.

Fashion in Motion

A retrospective of key leather goods and collections shaped by artistic directors from Marc Jacobs to Pharrell Williams.

Craftsmanship at the Core

The experience concludes in The Workshop, where the soul of Louis Vuitton’s craft comes alive. Live demonstrations reveal how each piece is brought to life with instruments named Louise and Louisette, nodding to the House’s artisanal roots. Visitors can also personalise items through hot stamping, using special Shanghai-themed stamps — a unique memento of their voyage aboard The Louis.

A Cultural Landmark for Shanghai

More than a retail outlet, The Louis stands as a symbol of Louis Vuitton’s evolving identity — from trunk maker to cultural institution. It fuses the brand’s storied legacy with Shanghai’s forward-facing urban identity. It’s a vessel that doesn’t just carry products but stories, traditions, and the spirit of innovation.

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As Shanghai continues to grow as a global fashion and cultural capital, Louis Vuitton’s ambitious and poetic new space reaffirms the city’s role as a destination where luxury meets imagination.