While exploring “Beijing style” with pop-ups to celebrate its city guide about the Chinese capital, Louis Vuitton has not forgotten about Shanghai. This time, the French luxury Maison has brought its chocolate shop to the city, the third-ever location in the world, after Paris and Singapore. It is, of course, the first Chinese location of the store. This shop is open to the public from 22 July, after being invitation-only during the weekend.
The chocolate store is called “Le Chocolat Maxime Frédéric at Louis Vuitton” and was helmed by its namesake pastry chef Maxime Frédéric. It was first opened in Paris in 2022, before hosting a pop-up at Courchevel, a ski destination in France, in December 2023. Its first location outside France opened on Valentine’s Day earlier this year in Singapore. The Shanghai launch also coincides with the Qixi Festival, the Chinese Valentine’s Day, albeit it is not so traditional to have chocolate on the day.
The Shanghai store is located at the Qiantan Taikoo Li mall in an outdoor space. With a giant statue of the brand’s mascot Pétula in the front. The roof of the chocolate shop resembles the four-leaved monogram of Louis Vuitton when seen from above, which mall visitors can presumably do. Another mascot, Vivienne stands on an LV trunk inside in a chocolate colour, welcoming guests to the shop. Many chocolates are inspired by Louis Vuitton monogram motifs or based on their mascots or luggage.
With almost every luxury brand experimenting with cafés, tea collabs and bakeries, Louis Vuitton is at the culinary forefront with its restaurants and now, the chocolate shop. These forms of branching out attract attention by being extremely “check-in” (打卡) friendly. It is also a way to raise brand awareness and foster aspiration and brand loyalty in those who don’t buy luxury yet. The location choice, of course, shows that the brand is still investing in China, and Shanghai specifically.
