Louis Vuitton’s elegant new Shanghai flagship was opened at the IFC Mallin the city’s financial district – just in time for the World Expo. Participants in the Westfield Asian Express Retail Study Tour wereescorted through the store by Louis Vuitton’s president of ChinaChristopher Zanardi-Landi. In a rare concession for the Frenchsuperluxury brand, photography was allowed. The 1200sqmstore is, in Inside Retailing’s view, even more elegant and refined thanthe company’s global flag
ship on Paris’ Champs-Élysées. Designed by NewYork based architect Peter Marino, it feels as much like a luxuryapartment or the presidential suite of a five star hotel than a retailstore. Which is intentional, of course.
Zanardi-Landi says Louis Vuitton describes the shop as a “global store”which means it has all the product lines of Louis Vuitton, includingready to wear. It is the largest single level Louis Vuitton store in theworld and the third in Shanghai.
A series of rooms showcase stock by category with the customer drawncomfortably from one to the next. It feels warm, welcoming and luxuriousbut not in the least intimidating.
The main entrance, into theIFC Mall’s ground floor where other luxury brands are congregated,leads into the men’s area. Another entrance is reserved for VIP guestswith a valet service and a third will lead into a new section of themall once it is completed in September 2011.
There are two personal VIP fitting lounges – one for men and one for women.
“People prefer to shop in this type of environment which is verydiscreet,” explains Zanardi-Landi. “They can walk around the storeselecting items they’d like to try and they’ll be taken into the privateVIP room for the customer to try out discreetly.”
While the store is large and stunning, it will soon be outshone inShanghai by Louis Vuitton’s next offering. The company’s originalpremises in the Plaza 66 centre will be expanded and refurbished, priorto reopening in late 2011.
This feature first appeared in Inside Retailing Magazine. Click here to subscribe.
