The Louis embodies the brand’s “spirit of traveling—not just across borders, but through ideas, emotions, and inspiration.”
Louis Vuitton always had a way to keep people looking and talking. And we’re not just referring to its iconic collab with Takashi Murakami and its psychedelic pop-ups, or Pharrell’s collections that spark nostalgia and whimsy. Louis Vuitton’s latest installment in its decades-long creative saga comes in the form of a life-size ship docked in Shanghai, China.
While not actually a vessel that can sail across the sea, the fashion house’s “The Louis” is another of LV’s ultra-creative brand activations that aim to take you on an immersive journey across its history that redefined fashion. The Louis is a ship-shaped shop, with upper levels designed to resemble its classic trunks. Located at the front plaza of the HKRI Taikoo Hui shopping mall, this striking landmark unites Louis Vuitton’s expertise in retail, culinary, and exhibition, all in one place.
“The Louis marks a step further into Louis Vuitton’s cultural journey,” Pietro Beccari, the house’s chairman and CEO, told WWD. “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. All together, they embody our spirit of traveling in a cheerful way—not just across borders, but through ideas, emotions, and inspiration.”
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The Louis reflects LV’s creativity from the inside out. Its hull is glamorized with a metallic monogram, with a silver anchor shaped like the LV logo securing the ship to the ground in front. Meanwhile, the upper levels are formed by zinc-coated Louis Vuitton trunks of different sizes. There’s also an outdoor terrace on the deck, which is decorated with parasols that create the ambience of a leisurely cruise.
According to the maison’s design team, the idea of designing the store as a ship stems from both Shanghai’s reputation as the “Gateway to the East” and Louis Vuitton’s history of crafting high-quality trunks that represent its legacy of travel, craftsmanship, and luxury. “Reaffirming Louis Vuitton’s role as a house of culture, this concept transforms retail into a cultural interface, a vessel for urban spirit, and a platform for public dialogue,” the brand said in a statement sent to WWD.
Passengers—or rather visitors—can expect an exhilarating experience at the massive structure, which spans 13,000 square feet, three levels, and 10 thematic rooms. Entrance is through an opening near the end of the ship, leading to a mesmerizing archway called “Trunkscape.” The tunnel is covered with LV’s monogram canvas trunks that are brought to life with an LED projection of the dramatic landscapes in Guillin, a city in southern China.
Trunkscape leads to the “Visionary Journeys” exhibition, which has two levels of thematic rooms showcasing the brand’s culture and heritage. Each section highlights LV’s iconic trunks as the origin of the brand, and stepping inside feels like “getting inside the brain of Louis Vuitton’s founders,” said Shohei Shigematsu of architectural firm OMA. Shigematsu is the architect behind the exhibition, which is part of Louis Vuitton’s celebration of its 170th anniversary in 2024.
The story unfolds with “Voyage,” which showcases Louis Vuitton’s mastery of bringing playful elegance to travel. It’s an archive featuring artifacts that once belonged to legendary travelers and personalities. This includes bags with whimsical shapes, retro advertisements, and customized pieces.
Next comes the “Perfume” room featuring archival items such as Marc Newson-designed bottles and traces of the line’s evolution since master perfumer Cavallier Belletrud revived the house’s fragrances. “Books,” meanwhile, is a collection of rare writings, sketches, and travel lectures by Gaston-Louis Vuitton.
Other must-see attractions include the “Fashion in Motion” room, which explores the evolution of many of LV’s iconic bags, including the Alma, Speedy, and Keepall. Then there’s the “Workshop” and “Testing” spaces that give visitors an inside look at how LV’s pieces are expertly crafted.
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Each tour ends at the gift shop where fashion aficionados can cop leather goods, travel items, shoes, and accessories to add to their collection. Completing the posh, marine-inspired experience is the Le Café Louis Vuitton on the third floor, with a menu that combines the flavors of Shanghai with classic Western dishes.
The Louis is located at Taikoo Hu in Nanjing West Road in Shanghai and is open to the public for free starting June 28, 2025.
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