Louis Vuitton’s Books and Gifts Pop-up Lands in Shanghai

Denni Hu
·3 min read

Louis Vuitton has unveiled its latest pop-up space by Suzhou Creek, Shanghai‘s oldest waterway.

Dubbed “Nóng Hó, Shanghai,” which means “Hello, Shanghai” in the local dialect, the LVMH Moët Hennessy Louis Vuitton-owned luxury brand’s waterside pop-up occupies a recently renovated historic building, which will become the first China outpost for Fotografiska, the Swedish photography arts center.

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The ground floor of the three-story building features Louis Vuitton books, gifts, travel and lifestyle collections, alongside a café and bar, which will help amplify the luxury label’s travel DNA and a gifting-focused strategy in the competitive Chinese market.

Inside Louis Vuitton’s books and gifts pop-up by Shanghai’s Suzhou Creek.

Louis Vuitton will also host a series of cultural festivals that brings a piece of traditional Shanghai to life. The outdoor experience, which resembles a traditional Shanghai night market, features activities such as sugar painting, dough figurine making, and poetry by the riverbank. A book kiosk curated by local independent bookstores helps to add contemporary charm to the pop-up project.

A book kiosk at the outdoor market space.

Brand ambassadors, including Jackson Wang and Teens In Times attended the opening ceremony on Thursday evening. The pop-up will be open to the public from Thursday to Nov. 12.

For visitors wanting a deep dive into Shanghai’s history and culture, Louis Vuitton also provided a series of programs throughout the month, such as book signing events, architecture tours, Shanghai film screenings, local dialect and jazz music experiences, culture talks, and workshops for children. All events are available for booking on the Louis Vuitton WeChat Mini Program.

Apart from Louis Vuitton menswear’s pre-fall runway debut in Hong Kong this November, the Suzhou Creek pop-up will be one of the brand’s largest events in China.

The event also coincides with the launch of its latest Louis Vuitton City Guide Shanghai. This year’s Louis Vuitton City Guide Shanghai is guest edited by Bao Yifeng, cofounder of Art021.

A podcast series, titled “Louis Vuitton [Extended],” launched simultaneously online. The Chinese-language project is an extension of Louis Vuitton’s first podcast launched this September. The podcast’s first season, which consists of four episodes, will explore the multitudes of the Shanghainese lifestyle.

The first episode sees esteemed writer Jin Yucheng and Chinese novelist Mian Mian engaged in deep conversation about the evolution of Suzhou Creek and their personal history with the city. Both writers shared surreal moments they experienced in Shanghai, including witnessing real horses galloping on highways.

“Shanghai is a world’s stage, especially from 1900 to 1940,” said Jin.

“I once lived alone by the Northern Bund for many years, watching ships going down the Huangpu River quietly at night. I couldn’t help but feel like an actress,” said Mian.

Louis Vuitton will be releasing the remaining three episodes over the next few weeks. Guest speakers from the local creative industry will share witty and touching stories focused on Shanghainese cuisine, lifestyle, and the city’s inclusive creative environment.

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