That’s Baller: Louis Vuitton Bets on Experience with Stunning New “Ship” Store in Shanghai

Louis Vuitton has launched a striking new flagship in the heart of Shanghai’s Nanjing Road shopping district, but this isn’t just another luxury store. Nicknamed “The Louis,” the 30-metre-high, ship-shaped space blends retail with immersive experience, complete with an exhibition area and sleek café designed to draw social-savvy visitors.

Unveiled with much fanfare, the new location is as much about storytelling and spectacle as it is about shopping. The glistening structure is expected to be a magnet for crowds looking for Instagram-worthy moments — but behind the glamour lies a strategic move. LVMH, Louis Vuitton’s parent company, is shifting away from traditional retail models and leaning into experiences to reignite spending in a cooling luxury market.

China has long been a key driver of global luxury sales, but a mix of economic uncertainty and a slump in the property sector has dampened consumer confidence. In Q1 of this year, LVMH saw a notable 11% drop in revenue across the Asia-Pacific region, excluding Japan, which represents about 30% of its global business.

Consumers like Natalie Chen, a 31-year-old Shanghai resident, illustrate the new mindset, telling Inside Retail that she already has enough “stuff,” noting that she’s more interested in travel and lifestyle experiences than adding another designer bag to her collection.

“It brings a different kind of feeling than just [shopping] in a mall,” Chen added.

Despite the slowdown, experts believe luxury brands are playing the long game. Although China’s luxury market contracted by over 18% in 2024, analysts expect it to stabilize in 2025. According to CBRE’s Zino Helmlinger, this dip is part of a natural correction after years of explosive growth. “There’s only so much you can grow, only so much you can generate,” he said.

For now, The Louis isn’t just a flagship; it’s a floating statement that luxury in China is evolving from product to experience.