Commercial space as a cultural interface: the conceptual store The Louis has opened in Shanghai in the form of a cruise ship.
Multifunctionality has become one of the main trends in global commercial architecture. The modern conceptual store is no longer merely a place of commerce, but a space that offers visitors a complex leisure experience and a diversity of impressions.
Louis Vuitton’s new boutique, recently built in Shanghai in collaboration with the architectural bureau OMA, is a vivid example of this trend. The three-story conceptual store immediately attracts attention from afar with its shape reminiscent of a cruise liner. Inside, in addition to the retail halls, there is a café and an exhibition that presents the brand’s history through artistic installations.
Why the image of a ship became the foundation of the architectural concept, as well as the details of the exhibition titled “Visionary Journeys” and other features of the project, you can read below…
Shanghai, with its numerous ports, is known as the “Gateway to the East.” Taking this into account—and inspired by the history of the Louis Vuitton brand, which in the 19th century specialized in producing trunks for sea voyages—the designers gave the store the form of a ship. The building stands 30 meters high, 114.5 meters long, and covers a total area of 1,600 square meters.
“The architectural volume reminiscent of a ship reflects Shanghai’s philosophy of ‘embracing all rivers,’ as well as its innovative and cosmopolitan identity. This concept transforms retail into a cultural interface—a conduit of urban spirit and a platform for public dialogue. At the same time, it serves as a landmark for future generations and a connecting link with local culture,” noted representatives of Louis Vuitton.
The main structure, reminiscent of a ship and anchored in the central plaza of HKRI Taikoo Hui, is covered with the brand’s signature silver monogram. On the front façade, an anchor shaped like the Louis Vuitton logo descends to the ground. The upper part of the building, with its form and decoration, evokes the brand’s classic stacked trunks. On the “ship’s deck,” there is an open-air terrace with canopies, where visitors can relax and fully immerse themselves in the atmosphere of a sea voyage.
The theme of travel also plays a central role in the two-story exhibition titled “Visionary Journeys.” The exhibition consists of thematic rooms that trace the brand’s history—from its founding to the present day.
The entrance to the exhibition is designed as the Trunkscape installation—an arch made of monogram-covered trunks. Passing through it, visitors enter the Origins hall, where historical objects are reinterpreted with an innovative approach. Here, trunks and leather goods are presented as the foundation of the art of travel. One can trace how the size of travel bags and the concept of mobility have evolved over time.
Other halls display Louis Vuitton’s historical patents, archival advertising materials, unique pieces, the Vuitton family’s book collection, as well as information about the brand’s production process. The exhibition design was developed by the OMA architectural firm.
After the exhibition, visitors can unwind at the café on the third floor, where the main decorative elements of the interior are arrangements of monogram-covered trunks. Warm wooden surfaces and soft lighting create a cozy and inviting atmosphere reminiscent of an old ship’s cabin.
BUILDING NAME: Concept Store The Louis
OWNERS/CREATORS: OMA, Louis Vuitton
YEAR OF CONSTRUCTION: 2025
LOCATION: Shanghai, China