Get ready to be transported! Louis Vuitton is making waves in Chengdu, China, with a pop-up experience that's more than just shopping; it's a deep dive into local culture, complete with a brand-new fragrance launch. This isn't just another store opening; it's a celebration of Chengdu itself.
Following successful pop-ups in Shanghai and Beijing, Louis Vuitton has set up shop in Chengdu, offering a blend of retail, fragrance, and hospitality experiences.
To mark the release of the latest Louis Vuitton Chengdu City Guide, the brand has launched a special pop-up retail space, introduced three China-inspired fragrances, and is featuring a seasonal menu at its one-Michelin-star restaurant, The Hall. The pop-up, aptly named "Chengdu Chill," is located in Regular Park, a modern urban park and retail area within the city's Tianfu District.
From now until October 22nd, the pop-up will feature a book stand showcasing the new city guide and a selection of other Louis Vuitton publications. But that's not all! Guests can also enjoy a range of activities, including tea tasting, reading sessions, calligraphy workshops, and master chef classes. Visitors can reserve their spot through the brand's WeChat Mini Program.
The opening night on Thursday brought Chengdu's vibrant street life to life with traditional bamboo weaving and whimsical sugar painting, all with a local dialect flair. The event also included a book signing with Zhai Yongming, the guest editor of the latest Chengdu City Guide, and performances by Liboqing, a Sandaa Pingshu storytelling master, and Ma Siwei, who performed a song commissioned by Louis Vuitton in 2022.
But here's where it gets exciting: A new fragrance line, called "Journey to China," is also launching in Chengdu, available at the Louis Vuitton Maison store in Taikoo Li Chengdu. The collection, inspired by tea, ink, and the moon, expands on the brand's "contemporary narrative of 'Beauty of China,'" according to Louis Vuitton. The three fragrances are priced at 2,600 renminbi, or approximately $364, and are exclusively available in China, hitting shelves on Friday.
And this is the part most people miss: The culinary experience is also getting a makeover. Louis Vuitton's The Hall is unveiling a new menu infused with Chengdu flavors. The Chengdu City Guide, first launched two years ago and guest-edited by renowned Chinese architect Liu Jiakun, will release its free digital edition on November 13th.
Louis Vuitton's travel-themed pop-ups began with "Nóng Hó, Shanghai," or "Hello, Shanghai" at Suzhou Creek's Fotografiska in 2023. Last year, the second edition, titled "Beijing Fun," featured four pop-ups throughout downtown Beijing.
This pop-up is a bold move, embracing local culture in a way that feels authentic and engaging. What do you think about luxury brands increasingly focusing on local experiences? Do you find this approach more appealing than traditional retail? Share your thoughts in the comments!
