Suzhou Creek, Shanghai's oldest waterway, bears witness to the city's history and carries many stories. (Event Wang is a creative platform for advertising marketers) in the golden autumn of October,Louis VuittonOpened on the banks of Suzhou Creek in Shanghai"Nonghao, Shanghai" limited-time spaceto celebrate the launch of the new edition of the Louis Vuitton City Guide Shanghai, which also showcases a selection of the brand's books, gifts, travel and art de vivre collections.
Louis Vuitton, Shanghai Limited-time space, altogetherDuration is 4 weeks, which starts on October 12 and runs until November 12, is a new place for hipsters and fashion lovers to check in.
Take an LV themed cruise, cruise Suzhou Creek at night, see the 4,000-square-meter pop-up space, visit the LV bookstore and Shanghai characteristic night market, and drink LV special coffee. What was it like?
Contracting the left bank of Suzhou Creek for 1 month, what is Louis Vuitton going to do?
Marina cruises, pop-up spaces, bookstores, night markets
For a limited time, immerse yourself in LV for one monthLouis Vuitton, Shanghai is a pop-up space located on the banks of the Suzhou CreekFotografiska Center for Video Art. Headquartered in Stockholm, Sweden, Fotografiska is an international landmark for contemporary image, art and cultural life. Fotografiska Center for Video Art. , located on the bank of Suzhou Creek in Jing'an District, Shanghai, was founded in 1931 by a school with a total area of super4,600 sqmThe renovation of old warehouses in historic buildings follows in Stockholm, Tallinn, New York and BerlinThe fifth branch in the world and the first in Asia
At the event, the Fotografiska Video Art Center was decorated with LV's iconic blue. At the same time, this touch of blue also jumped inWharves, ferries, stations and squares along the Suzhou Creek, etcIt has become a beautiful scenery in the area of Suzhou Creek. 
LV4000 square meters of single-family bookstoreOutdoors, the setting consists of five independent local bookstores and publishersNewsstandIt will make citizens pay attention to the significance of reading to the city and start a journey of exploration of the city's cultural spirit. 
Indoor,4,000 square meters of single-family bookstore, exhibiting and selling the brand's selected books, gifts, travel and art of life series, a variety of LV hats, skateboards, bags and other boutiques are dazzling
In addition, Louis Vuitton's "City Guide" series of books can be found here, and one of the highlights of the pop-up event is:The new edition of the Louis Vuitton City Guide Shanghai featureof the launch.
Launched in 1998, Louis Vuitton's City Guide depicts the world's major cities, inviting journalists, writers and artists to write and collaborate with artists, business people and creative minds to create a unique story about each city.
Taste LV special coffee and visit the Shanghai special night marketLV and Tetsute Coffee Manufacturing Bureau created a morning C and evening A area, come here to taste a cup of LV special special coffee.
In order to reflect the characteristics of Shanghai, the opening night was recreatedA traditional night market in Shanghai- make sugar paintings, knead dough people, compose poems on the shore, and feel the fragrance of white orchids. municipal.
Celebrities gather for the opening night
Also, on the night of the opening night,Louis Vuitton brand spokesperson Wang Jiaer, brand ambassador Times Youth League, actor Wang Chuanjun, football player Zhao Lina, model Wang Wenqinand other invited to attend the opening event of "Nonghao, Shanghai" pop-up space.
lv firstChinese podcast shows
During the same period,Louis Vuitton launches its first Chinese podcast, Louis Vuitton [extended]., inviting the audience to step into the creative world of the brand. The first season of the podcast revolves around the city of Shanghai, from the flowing memories of Suzhou Creek to the four King Kongs at the breakfast stall and the butter bread in the pastry room.
In addition, during the opening hours of the pop-up space, visitors can book a series of offline activities through the Louis Vuitton WeChat Mini Program, including:Reading clubs, architectural tours, screenings of classic Shanghai animations and old films, sharing of Shanghainese and jazz music, cultural dialogues, children's workshops, etc
LV Behind the limited-time space
It is the promotion of the localization strategy of luxury goodsIn China, the world's most important luxury market, luxury brands are facing a more pressing and profound cultural issue:How can we use our influence to transform our recognition and understanding of Chinese culture into a fluid and long-term cross-cultural dialogue? It is not only about the short-term sales performance of luxury brands in China, but also about the internal logic of their long-term development and the self-consistency and symbiosis of global cultural diversity. As a leader in the industry, LV has been challenging the localization output of brands in different cultural contexts. This time, Louis Vuitton, Shanghai limited-time space, isAnother step in Louis Vuitton's localization strategy in China is to empathize with China's local culture. The event was located in Suzhou Creek, known as the "Mother River" of Shanghai;
The opening event was a fusion of Shanghai's traditional night market, with chefs pinching Tang people, pasting lanterns, blowing candy paintings, and even selling local snacks such as Shanghai scallion pancakes.
The new edition of "Shanghai City Guide" invited Bao Yifeng, the founder of ART021, as the guest editor-in-chief, which is no longer the main Shanghai from a foreigner's perspective, but combines local experience to make brand communication more practical.
There are also a series of operations such as launching Chinese podcasts, co-branded coffee or Times Youth LeagueAll of them demonstrate LV's emphasis and empathy for Shanghai's local culture, and are LV's strategic layout to infiltrate local culture and connect potential customers.
Over the past few years,Louis Vuitton's localization activities in China have been continuous.
Louis Vuitton Spring/Summer 2021** CollectionIt is located in Shanghai Tank Art Park.
Red shipping containers surround the runway, as well as multiple oversized zoooom with friends animated characters. The "5" on the container marks the beginning of the fifth ** show helmed by Virgil Abloh, and this season's "Red Container" reveals his endless exploration of the theme of boyhood and his vision of embracing diversity.
Louis Vuitton2023 Spring/Summer ** show, located in Aranya, Qinhuangdao, and carried out a three-day cultural and art festival.
Louis Vuitton has erected giant sculptures of sand dunes on the golden coast of Aranya. The show is centered around several interconnected castles, which stretch out to both sides in intersecting and winding lines. The 320-metre-long "Infinity" shaped beach walkway is located between two landmark buildings designed by architect Dong Gong, the Aranya Auditorium and the Solitary Library, and is a tribute to the eight collections created by Virgil Abloh.
LV co-branded Shanghai coffee shop and launched a limited-time newsstand, connecting reading with urban culture and travel art, creating a relaxed and elegant Louis Vuitton lifestyle!
The main colors of the three newsstands are inspired by the three cities depicted in the LV City Guide series: Beijing, Chengdu and Shanghai! Different colors have different meanings, and LV gives each city a variety of charms, showing the ingenuity of combining with local culture.
From large-scale runways to pop-up stores on the streets, Louis Vuitton is gradually promoting localization in China. The same is true for this Louis Vuitton, Shanghai pop-up space.
LV Behind the limited-time space
It is the transformation of luxury goods into experiential consumption activitiesIn the context of the economic downturn,Consumers are beginning to pursue cost-effective and experience-based consumption trendsLuxury goods have not escaped either. Last week, the world's largest luxury conglomerateLVMH reports third-quarter results。The financial report shows that in the third quarter of this year, the group's operating income199.600 million euros, up 9% year-on-year, a figure lower than the previous analyst expectation of 211400 million euros. It is worth noting that this isFor the first time this year, LVMH's revenue fell short of expectations。Compared to 17% revenue growth in the first and second quartersGrowth in the third quarter almost halved
With signs of slowing growth looming, there is a growing need for brands to continue to integrate luxury with regional cultures in a more authentic way. At the same time, in brand activities,There is an increasing emphasis on "experiential consumer activities."
This time, Louis Vuitton, Shanghai pop-up space, features a series of Louis Vuitton books, gifts, travel and lifestyle productsIt is in stark contrast to the brand's previous investment in the promotion of products with stronger fashion attributes such as clothing and shoes.
Cruise experience, book market, lifestyle retail, gift shop sales, etc., are all the output of LV brand in culture + experience consumption.
To sum up, the brand activities of luxury brands in China show the following two major trends:
1. Pay more and more attention to the exploration and integration of local culture; 2. From a single product promotion activity to an experiential consumption activity.
The same is true for other industry brands.