As you round the corner on Shanghai’s Shimen Second Road, a giant ship appears like an apparition. Suspended from its hull, the anchor that descends to the street is in the shape of two six-foot-tall letters: LV.
“The Louis”, a ship-shaped exhibition space and store, is the brainchild of Louis Vuitton and an attempt to navigate the choppy waters of China’s luxury market. Once the driver of global growth, it is now a source of uncertainty for the world’s biggest brands.
“It’s not often you see a brand making this big an investment?.?.?.?and I know it’s not long-term,” said Grace Sze, a tourist from Hong Kong queueing to enter. “To spend that much money, I think it’s amazing.”
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