Design on Deck: Louis Vuitton's Ship Store Makes Waves in Shanghai
Paying tribute to the brand's 19th-century legacy of crafting hard-sided travel trunks, The Louis reimagines the spirit of exploration and luxury through architecture. The vessel-like structure not only nods to Shanghai's maritime past but also symbolises Louis Vuitton's evolution from a luggage maker to a cultural institution.
'This ship-shaped decoration echoes Shanghai's urban spirit of 'embracing all rivers and seas',' said Wu Yue, president of LVMH Greater China.
Inside, visitors enter through a visually immersive archway called the Trunkscape, featuring monogram canvas trunks set against ever-changing LED nature scenes. The main exhibition, 'Louis Vuitton Extraordinary Journey,' spans two floors and ten thematic rooms that explore the maison's deep connection to maritime culture and its history.
Highlights include the Origins room—filled with archival material about the brand's founders—and the Voyage room, which presents whimsical bag designs and customised travel pieces once owned by legendary globetrotters.
The exhibition continues with rooms dedicated to Louis Vuitton's perfume and fashion histories, alongside the Books room, which features rare writings and sketches by Gaston-Louis Vuitton. Meanwhile, the Sports room displays purpose-built trophy trunks for events such as Formula 1, FIFA and the Olympics.
The journey culminates in the Workshop and Testing areas, where visitors can watch artisans at work, offering a rare look at the craftsmanship behind the brand.
The concept was designed in collaboration with architectural firm OMA, led by Shohei Shigematsu, who emphasised the trunk as the core identity of Louis Vuitton and used it as a structural and thematic element throughout the exhibition.
The installation reflects Shanghai's maritime spirit as the 'Gateway to the East,' linking the city's port culture with Louis Vuitton's legacy of travel and innovation.
On the top floor, Le Café Louis Vuitton offers a curated menu that fuses local Shanghai flavours with Western culinary influences. Led by executive chef Leonardo Zambrino, the bistro-style café features dishes such as monogram-shaped Chinese dumplings, a yuja-dressed Caesar salad, and signature desserts like Peach Charlotte with Jasmine Tea.
Louis Vuitton's president of LVMH Greater China, Wu Yue, described The Louis as a celebration of Shanghai's cosmopolitan and innovative spirit. Meanwhile, CEO Pietro Beccari called it a new chapter in the brand's cultural evolution, embodying the 'spirit of travelling' through ideas, emotions, and inspiration in a joyful way.
The Louis opens to the public on June 28, with free entry by timed reservation via the 'My LV' WeChat Mini Program. A 24-hour celebration will follow, featuring tai chi at sunrise, an illustration workshop, a culinary masterclass, and performances by local artists. Related
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