Louis Vuitton stated plans to open a dedicated homewares and furniture outlet in Shanghai, a world first for the French luxury brand as it aims to expand further into lifestyle offerings to wealthy Chinese clients.
The appointment-only showroom, which will open on 28 November 2022, is located in a century-old three-story mansion situated just behind Shanghai’s Nanjing Road, the city’s premier upscale shopping strip.
In a statement, Louis Vuitton, part of LVMH, said the showroom will be trialed for several months as a pop-up and if successful will then become a permanent failure.
A smaller side building is dedicated to showing Frank Chou’s designs, the first mainland Chinese designer tapped by Louis Vuitton to collaborate on the Object Nomades collection, as the homewares and furniture ranges are known.
Finding new opportunities for growth, particularly among affluent consumers, is becoming increasingly imperative for luxury brands in China as luxury spending is pressured by a property market decline, COVID-19 curbs, and widespread economic uncertainty.
Last month, Louis Vuitton entered into a more lifestyle-oriented offering in China when it opened a store in the southwestern city of Chengdu that included a restaurant and exhibition space.