Retail in Asia


Louis Vuitton rolls out pop-up bookstores in Shanghai, coinciding with LVMH chief’s China tour

Louis Vuitton has opened three pop-up bookstores in downtown Shanghai, taking over trendy coffee shops Metal Hands Café, Plusone Café and Manner Café through July 9.

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The monochrome spaces, painted in red, yellow, and peppermint, match the book cover colours of Louis Vuitton’s City Guide Series for Beijing, Chengdu, and Shanghai. The installations are part of its local initiatives, with plans to roll out the bookstand project throughout the year.

Source: Louis Vuitton

WWD earlier reported Louis Vuitton’s accelerated efforts in China, with plans to open a four-storey standalone store in Beijing’s Sanlitun shopping complex early next year. The brand has also been revamping existing flagships to include expansive VIP areas designed for high spenders.

The pop-up bookstands coincide with LVMH chief executive Bernard Arnault’s tour of mainland China, which kicked off on Tuesday with a visit to a high-end shopping centre. Louis Vuitton CEO Pietro Beccari and Arnault’s daughter, Delphine Arnault, chairman and CEO of Christian Dior Couture, are also on the trip.

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Apart from the pop-up bookstores in Shanghai, Louis Vuitton has launched other local initiatives in China. In April, the brand opened a bookstand and outdoor café at The Hall, its restaurant in Chengdu, to celebrate the new City Guide. Louis Vuitton also opened a second bookstand in the seaside city of Xiamen in June.