The Louis is a striking boat-shaped building that pays homage to the house’s travel heritage and to Shanghai’s maritime tradition as the “Gateway to the East”. The main metal body of the structure, whose overall height reaches thirty metres, is wrapped in an embossed depiction of the famous monogram, while a silver anchor in the shape of the LV logo drops from the “bow” to the ground.

A new cultural landmark

The three levels in total, stretching over almost 1,600 sqm, while the two interior levels are dedicated to the Visionery Journeys exhibition, which presents the brand’s history through a journey through time, linked to imagination and the future. The exhibition was curated by Shohei Shigematsu of the OMA architecture firm in collaboration with the Louis Vuitton team, creating a series of thematic rooms that occupy 1,200 square metres.

The multi-room exhibition spanning two floors is dominated by the Trunkscape room. An installation consisting of the iconic Monogram patterned travel trunks that create the illusion of a tunnel as they are reflected on the floor by a mirror. The striking concept, reminiscent of an architectural structure yet a dreamscape.

Spanning nearly 1,600 square meters across three levels, Louis Vuitton’s latest cultural venture is more than a store—it’s an immersive experience. The two main interior floors are devoted to the exhibition Visionary Journeys, a curated exploration of the Maison’s storied past, present, and imagined future. Conceived by Shohei Shigematsu of OMA in collaboration with the Louis Vuitton team, the show unfolds across 1,200 square meters of thematic rooms designed to transport visitors through time and space.

At the heart of the exhibit lies Trunkscape, a surreal installation of the brand’s iconic Monogram trunks arranged to evoke a tunnel, reflected infinitely in a mirrored floor. The effect is both architectural and dreamlike—an homage to the brand’s origins and its enduring romance with travel.

The exhibition as a whole is a cinematic journey through innovation, craftsmanship, and design. Beginning with Origins, visitors encounter reinterpreted early designs that signal the tone of what’s to follow. Next, Voyage delves into intimate, whimsical travel rituals, showcasing rare patents, bespoke pieces, and tales from legendary clients. Olfactive Exploration offers a sensory pause, with exclusive fragrances by master perfumer Jacques Cavallier-Belletrud.

In Books and Sports, the Maison reveals its literary and athletic passions, from Gaston-Louis Vuitton’s publishing endeavors to its creation of trophy trunks for global events like Formula 1 and the Olympics. In Fashion & Leather Goods charts the evolution of Louis Vuitton’s design legacy through the vision of creative leaders such as Marc Jacobs, Virgil Abloh, and Pharrell Williams.

Before exiting, guests encounter a boutique dedicated to the art of travel, offering everything from luggage and accessories to interactive artisan demonstrations. A seamless blend of heritage and innovation.

Crowning the space on the third level is Le Café Louis Vuitton, where Shanghai’s local flavors meet Western culinary finesse. Designed to evoke the elegance of vintage ocean liners, the space features warm woods, gentle lighting, and, naturally, trunk-inspired décor.

Whether this surreal installation—one of six Louis Vuitton locations in Shanghai—becomes a permanent retail format remains to be seen. But for now, it stands as a remarkable fusion of storytelling, design, and brand mythology. For those visiting the city, it is an experience not to be missed.