Luxury brand drops anchor in middle of metropolis

An iconic trunk with an immersive tunnel featuring Guilin (in Guangxi Zhuang autonomous region) landscape projections and a foldable 1986 Monogram coated-canvas trunk that transforms into a bed alongside century-old perfume bottles — these are some of the highlights of Louis Vuitton's new cultural landmark, The Louis, in Shanghai.

Unveiled in late June, The Louis, a 1,600-square-meter ship-shaped building, dropped its "anchor" in the Jing'an district, drawing inspiration from dual heritages: the brand's 19th-century legacy of crafting steamer trunks for transoceanic journeys, and Shanghai's port culture as an international gateway.

The giant vessel has attracted throngs of visitors from China and abroad during the past weekend.

"The brand's travel spirit is deeply aligned with Shanghai, a port city whose DNA was shaped by maritime exchanges in the century before civil aviation prevailed," says Andrew Wu, president of LVMH Group's China unit, quoted by ThePaper.cn.

Reflecting on when the Huangpu River welcomed the arrival of international figures like Albert Einstein and Charlie Chaplin by ship in the late 19th century, Wu emphasizes the city's role as a gateway for cross-cultural dialogue. He describes The Louis as a giant vessel that evokes Shanghai's enduring legacy of inclusiveness, where the East meets the West, and the past meets the present — an ethos that resonates profoundly with the brand's narrative.

The three-story complex seamlessly integrates retail spaces, a restaurant, and the Visionary Journeys exhibition, which showcases over 140 objects ranging from 19th-century trunks to 21st-century fashion, which echo ties with China.

As visitors walk through a timeline, they are enveloped in an immersive tunnel built of stacked hard trunks and projections of Guilin's dynamic landscapes. The visuals are derived from the brand's advertising series shot in Guilin to symbolize its commitment to capturing global beauty.

In the Origins gallery, visitors are greeted by a display of the brand's origins and history, including century-old advertisements such as a 1927 feature showcasing a hard tennis racket case and a 1928 magazine ad for a perfume, which illustrate the brand's early visual storytelling techniques.

The Voyages gallery highlights the 1986 bed trunk in canvas designed for outdoor expeditions by unfolding from a suitcase into a bed. A 1997 desk trunk emphasizes its writing functionality, while a 1928 library trunk, the same model customized by Ernest Hemingway in the Books gallery, highlights literary ties to travel.

Sebastian Rivera is an international student at Tongji University and has lived in Shanghai for over three years. "It (the 'ship') is really cool. You can always find these kinds of events in Shanghai. Shanghai serves as the center of Asia in that way," he says.

Sergei Libanov, a Russian visitor, says his mother sent him a link from Russian news about the "ship", which prompted him to see it in person. "International brands recognize that the Chinese market is one of the biggest globally. A lot of people will come to international events here."

"The new landmark is proof that international brands are optimistic about the future of the Chinese market," says Yao Lei, director of the commission of commerce for Jing'an district.

Shanghai has long been a magnet for global brands. From January to May, 364 flagship stores opened in the city, including 10 global or Asian firsts.

If you go

The Louis

Opening Hours: 10 am to 10 pm, Monday to Sunday.

Address: 789 West Nanjing Road, HKRI Taikoo Hui, Jing'an district, Shanghai.

Reservations required via the My LV WeChat mini program.

heqi@chinadaily.com.cn