Louis Vuitton has announced plans to open a furniture and homewares store in Shanghai, China.
The announcement is part and parcel of the French luxury brand's plans to expand its lifestyle offerings into the Chinese market.
Finding new avenues for growth is becoming increasingly important for luxury brands in China as the nation's strict lockdowns, property market decline and widespread economic uncertainty have significantly curbed luxury spending.
In October, Louis Vuitton opened a store in Chengdu that featured an exhibition space and a restaurant, an attempt to dip its toes in a more lifestyle-oriented offering in China.
The brand sees potential in homewares for further growth, especially in capturing Gen Z and Millennial consumers, who are more interested in showing off their lifestyles on social media.
Within the pop-up showroom is also a smaller side section dedicated to displaying the designs of Frank Chou, a mainland Chinese designer chosen by Louis Vuitton to collaborate on its Objet Nomades furniture and homeware collection.
Originally launched in 2012, the collection features the travel-inspired, experimental and functional furniture pieces and design objects created by celebrated designers from across the world. Previous designers include India Mahdavi, Marcel Wanders Studio, and the Campana brothers.
The showroom will be trialled by Louis Vuitton for several months. If successful, the showroom will become a permanent location.
