Louis Vuitton’s ship-shaped Shanghai concept store: retail theatre at its most magnificent
Louis Vuitton are redefining the concept of a concept store. Their magnificent new Louis Vuitton concept store in Shanghai is a visual masterpiece, an idea that the likes of Harry Selfridge would have been envious

Louis Vuitton are redefining the concept of a concept store. Their magnificent new Louis Vuitton concept store in Shanghai is a visual masterpiece, an idea that the likes of Harry Selfridge would have been envious of.

Officially called “The Louis,” this new luxury retail destination is a towering, 30-metre-high structure shaped like a gleaming cruise ship, right in the heart of Shanghai’s Jing’an district. It’s bold, imaginative, and feels more like an art installation than a traditional store, the perfect example of experiential retail at its best.
Designed by OMA’s Shohei Shigematsu, the exterior looks like a futuristic vessel made of stacked trunks, paying homage to Louis Vuitton’s roots as a trunk maker and Shanghai’s rich maritime history. It’s a clever nod to travel and exploration which is, of course the very spirit of the brand.

But this Louis Vuitton concept store in Shanghai isn’t just a pretty façade. Inside, it’s a fully immersive experience that takes luxury retail innovation to a whole new level. Across three levels and more than 1,600 square metres, visitors can wander through the “Visionary Journeys” exhibition, which traces Louis Vuitton’s history from its 19th-century beginnings to its contemporary cultural moments. There’s a hypnotic installation of monogrammed trunks, vintage perfume bottles from 1927, and even displays celebrating the brand’s unexpected ties to sports and literature.
At the top sits Le Café Louis Vuitton, serving a menu that fuses French and Chinese flavours. Think LV-stamped dumplings, delicate duck confit, and pastries worthy of a runway show, all designed to transform a shopping trip into an unforgettable culinary experience.

This Shanghai concept store isn’t just about selling luxury products. It’s about creating a moment, a story, and a reason to visit beyond the transaction. In China’s fast-evolving retail market where luxury spending is shifting and consumers crave unique experiences, this is a sharp, strategic move. It turns shopping into an adventure and positions Louis Vuitton as more than a luxury brand: it becomes a cultural force.
Since opening at the end of June, The Louis has already become a new landmark in Shanghai attracting crowds who might never have stepped foot inside a traditional luxury boutique. It’s a masterclass in experiential retail and proof that the future of luxury retail innovation lies in experiences that go far beyond the shop floor.
For anyone looking to understand what’s next in retail, the Louis Vuitton concept store in Shanghai is a must-see (or at the very least, a must-study).
Louis Vuitton has shown us that when you treat your store as a stage, the whole world wants a ticket.