Louis Vuitton launches Maison - Shanghai

Louis Vuitton knows how to create launch events that blow away the ennui of its 'seen-it-all' overseas clients. But despatching a steam train across the globe for its Shanghai launch was an event coup by any standards.  Suky Jaspal (27 Jul 12)

The French fashion house marked its 20-year anniversary by recreating its Paris fashion show with the specially commissioned Louis Vuitton Express steam train and the launch of its 'Maison' in Shanghai - a spectacular four-floor homage to luxury.




The new store in the Plaza 66 mall was designed by architect Peter Marino complete with head-turning artwork and marble and gold metal stairway. The rooms form compartments for monogrammed Vuitton wares; ready-to-wear, luggage,  jewellery, shoes. The Maison has its own apartment on the uppermost fourth floor where VIP shoppers can buy in relative privacy. The only other Maison of this type is in London’s Bond Street.


 The specially shipped out train at the heart of the ambitious launch event 


Artistic director Marc Jacobs was in Shanghai with Louis Vuitton whose construction team set about unpacking and rebuilding the train which had been shipped to Shanghai. The event space recreated a vintage train station where drinks were sipped and Louis Vuitton porters stood by near ‘platforms’ which became runways for the fashion show which took place on the banks of the Huangpu River.



 Alexia Niedzielski, Poppy Delevingne, Elizabeth Von Guttman, Alexa Chung, Luisa Orsini, Antonine Peduzzi

Clouds of steam signified the progress of the train. With a cargo of models on board the train was pivotal in bringing
to life the event vision of Louis Vuitton and its ethos of style and travel.

 Marc Jacobs dines

Guests included British presenter Alexa Chung, model Poppy Delevingne along with show stylist Katie Grand and milliner Stephen Jones.


Marc Jacobs, Bernard Arnault, Gong Li, Alain Delon, Peter Marino


Click to share thisClick to share this