
Louis Vuitton's new space at K11 Musea in Hong Kong: after unveiling giant ship The Louis in Shanghai, the label is expanding in Tsim Sha Tsui – where Pharrell hosted a show in 2023
The Parisian label has just erected a large expanse of scaffolding at the K11 Musea mall, located in the shopping and tourist district of Tsim Sha Tsui. The space overlooks the landmark Avenue of Stars, which boasts sweeping views of the iconic Victoria Harbour and Hong Kong skyline.
Parisian maison Louis Vuitton looks set to open a new flagship near K11 Musea in Hong Kong's Tsim Sha Tsui. Photo: Cherry Liu
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Louis Vuitton is not new to the location. In late 2023, not long after the city reopened to the world after pandemic-era border closures, the French brand hosted a dazzling show in the same place to unveil
its menswear pre-fall 2024 collection , designed by men's creative director
Pharrell Williams
Models on the catwalk at the Louis Vuitton men's pre-fall 2024 fashion show at the Avenue of Stars in Tsim Sha Tsui, Hong Kong. Photo: Jonathan Wong
While the brand would not comment on its plans for the prime retail space, according to industry sources, the K11 Musea store will have a similar format to that of the Shanghai boutique that opened in June. Named The Louis and located in the HKRI Taikoo Hui mall, that store takes the concept of experiential retail to the next level.
The three-floor structure, which has been trending on Chinese social media and has already become a destination in its own right, features retail areas, an exhibition space and a restaurant.
Named The Louis, Louis Vuitton's new ship-shaped space in Shanghai has already become a popular destination. Photo: Handout
Louis Vuitton is part of the biggest luxury group in the world, LVMH, which has not been immune to the current crisis facing the
luxury industry . But while high net worth individuals may be reassessing their luxury purchases, they haven't stopped splurging on experiences such as luxury trips,
five-star hotel stays and fine dining.
Louis Vuitton has been actively investing in stores that have a strong lifestyle element. For instance, its recently opened boutique in Milan, housed in a late Neoclassical palazzo on the prestigious Via Montenapoleone, debuted fine dining concepts in partnership with the famous Da Vittorio restaurant group.
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