Louis Vuitton has introduced a new space in Shanghai that brings together retail, culture, and hospitality in an unexpected form, a life-sized ship docked in the middle of the city’s commercial center. Called The Louis, the new concept has been constructed on Wujiang Road in Jing’an District, combining a flagship retail destination with Le Café Louis Vuitton and the Louis Vuitton Visionary Journeys exhibition under one roof.
With a structure inspired by both a transoceanic vessel and the brand’s historic trunks, The Louis reflects Louis Vuitton’s long standing relationship with travel and its evolving role as a cultural player in contemporary cities.
The design of The Louis pays tribute to the brand’s 19th-century origins when it crafted durable, custom trunks for sea voyages. At the same time, it draws from Shanghai’s own maritime identity as a historical trade hub, known since the Sui and Tang dynasties for its river ports and later as a treaty port in 1843. The structure stands out in the dense urban skyline with a metallic Monogram hull, stacked trunk-like levels, and an open deck. It’s both a physical landmark and a symbolic one, designed to echo the motion and imagination behind Louis Vuitton’s legacy of movement.
Shohei Shigematsu, who led the exhibition’s scenographic design said, “This mythical vessel, constructed on the banks of the Huangpu River, invites every visitor to delve into the many dimensions of travel. It is a spiritual echo across centuries, linking the historical port with a contemporary cultural space.”
Visitors are welcomed into a multi-layered space that begins with Visionary Journeys, an immersive exhibition designed by Mr. Shigematsu and his team at OMA. Spanning two floors, the experience unfolds as a sequence of thematic rooms, each exploring a different side of the Louis Vuitton story. The installation begins with Trunkscape, a sculptural archway made of Monogram trunks that seems to float against a changing natural backdrop. From there, guests pass through rooms that focus on heritage pieces, fashion, innovation, and creative memory.
A dual timeline at the start of the exhibition traces the House’s foundation in Asnières, where its original workshop was established in 1859, and its connection to sea travel, from zinc-coated trunks designed for maritime climate challenges to participation in regattas like the Louis Vuitton Cup. Objects on display include heritage steamer trunks, vanity cases, couture wardrobe trunks, and rare perfume flacons from 1927. The Voyage room introduces bag designs, patents, and advertising from various decades, highlighting how Louis Vuitton positioned every product as a companion for the road.
Other rooms present the evolution of fashion icons like the Alma and Speedy bags, the House’s involvement in sports such as Formula 1 and FIFA through trophy trunks, and archival designs made for racquets and ski gear. A room dedicated to books reveals the intellectual side of the brand’s legacy, including writings by Gaston-Louis Vuitton and a reference to Ernest Hemingway’s custom library trunk. Visitors also get a closer look into how each Louis Vuitton item is produced—featuring instruments named Louise and Louisette that test the durability and detailing of products.
Inside the café, located on the third floor with an outdoor terrace, the setting blends casual dining with subtle references to ocean liners. Le Café Louis Vuitton is led by Leonardo Zambrino and Pastry Chef Ms. Zoe Zhou. Their menu follows what they describe as a “Shanghai style” that fuses Eastern and Western culinary traditions.
“Our creations reflect the House’s signatures through innovative culinary expressions. We bring influences from our time in Paris and St Tropez, but every dish respects the city we’re in,” said Mr. Zambrino.
Highlights include Monogram Raviolis crafted as jiaozis, Louis Hao seabream carpaccio with bergamot sabayon, and Mandarin Croque with duck confit and cabbage. Signature dishes from other Louis Vuitton cafés, like the 5th Avenue Lobster Roll and Club Pont Neuf, appear alongside new creations like a Peach Charlotte with jasmine tea. The café balances luxury and warmth, with polished wooden interiors, soft lighting, and books lining the shelves to extend the House’s lifestyle universe.
Guests can also visit the retail section to explore women’s and men’s collections, accessories, and travel goods. A revamped hot stamping service allows for personalization with Shanghai and boat-themed motifs, offering visitors a way to carry a memory of their time at The Louis with them.
The Louis operates daily with complimentary admission. Registration is available through the “My LV” WeChat mini program. The experience doesn’t just reflect Louis Vuitton’s heritage, it suggests where it could go next. Here, travel isn’t just a story from the past, it’s an evolving idea, shaped by the city, sea, and the people passing through.
