This summer, Louis Vuitton is transforming iconic locations in Beijing with immersive brand experiences inspired by the Chinese way of life.
The opulent home debuted four pop-up areas on July 10. Louis Vuitton has developed a riveting and diverse celebration of Beijing’s distinctive culture and heritage through the integration of art, history, sports, and commerce into these bright pop-ups, so augmenting the city’s attractiveness.
The center of this grand project is “Beijing Fun,” a lively area with unique books, souvenirs, and travel collections located in the capital’s 798 Art District. Along the Liangma River, close to the Drum Tower, and in the center of the Central Business District are other locations for the brand’s pop-up bookshops. Every location embodies a distinct aspect of the city, including its art, history, sports, and business.
Cultural appreciation and strategic placement
In addition to demonstrating Louis Vuitton’s profound appreciation and respect for Beijing’s varied cultural landscape, its strategic placement makes sure the brand is felt all around the city. It’s a masterful job of fusing local culture with luxury to create visually stunning and educational environments.
Since their inception, these pop-ups have attracted a variety of audiences, including visitors near the Drum Tower and stylish young people as well as active middle-aged and elderly inhabitants along the Liangma River. The areas breathe fresh life into Beijing’s urban fabric and present an unrivaled chance to discover the city’s rich tapestry from a whole new, thrilling angle.
As an official Olympic sponsor, Louis Vuitton is committed to promoting international exchanges and elevating its customers’ travel experiences.
City guides and cultural exchange initiatives
Louis Vuitton is also releasing City Guides for Beijing and Paris, including its first-ever sports-themed Paris edition, in anticipation of the upcoming Paris Olympics. This program promotes cultural exchange between Paris, the upcoming host city, and Beijing, the previous host city. The simultaneous celebration of Beijing and Paris draws attention to the brand’s long-standing ties to both locations.
The unique editions of the Louis Vuitton City Guides to Beijing and Paris will be downloaded for free during the event.
Using a creative approach to retail, Louis Vuitton also combines digital ease with in-person interaction. Engaging offline activities such as paddle surfing, cycling, table tennis, and chess are available for visitors to the pop-up stores and may be reserved through Xiaohongshu.
The company has also introduced a transient online bookstore on Douyin, offering a distinctive omni-channel experience.
The previous year, Louis Vuitton launched its first Chinese podcast series, “Louis Vuitton [Extended],” on the Chinese podcast platform Xiaoyuzhou and set up a pop-up shop on the bank of Suzhou Creek in Shanghai.
Both programs helped locals see Shanghai in a new light and encouraged them to discover the city’s cultural offerings.
Louis Vuitton has made significant expenditures in developing cultural appeal and brand attractiveness during a time when luxury businesses are facing previously unheard-of difficulties. Leveraging programs like the Louis Vuitton City Guides to create cross-cultural connections across international locations, the company continuously invests in the spirit of travel, living up to its travel-centric DNA.
Jing Daily explores the luxury giant’s complex strategy and unique approach to redefining the art of travel, from worldwide marketing to local adaptations.
Stepping up efforts in the travel industry
Chinese luxury buyers have started to travel again, and as a result, they are spending more money both domestically and abroad. The brand has been “taking advantage of ongoing travel rebound while staying vigilant in the context of macro and geopolitical uncertainties,” according to the LVMH 2024 Q1 revenue presentation.
Domestic travel is still a sizable business, though. During the 2024 Dragon Boat Festival, 110 million domestic trips were made, with spending increasing 8.1% year-over-year, according to China’s Ministry of Culture and Tourism.
Louis Vuitton has taken the initiative to take advantage of this chance. The Maison has planned offline events in Qingdao, Shenzhen, Aranya, and Xiamen, as well as other burgeoning vacation destinations in mainland China. Concurrently, it has renovated its airport stores and implemented out-of-home advertising, introducing its distinctive travel culture to China’s transportation centers.
Since 2022, the company has run targeted travel advertising on Shanghai Hongqiao Airport’s airbridges, reaching all passenger traffic through Terminal 2, from arrivals to departures. The luggage area for international arrivals at Shanghai Pudong Airport also features displays related to the Louis Vuitton travel promotion.
By focusing on domestic travel spending, these programs foster future travelers while cultivating brand attractiveness among local shoppers in immersive environments.
A cultural perspective on celebrity endorsement
In addition to interacting with customers in unexpected places, Louis Vuitton has partnered with global celebrities to present the house’s renowned Horizon luggage line.
A global travel campaign named “Horizons Never End” was introduced by Louis Vuitton in the second quarter of 2023. The ad features well-known individuals such as Gisele Bündchen, Jackson Wang, Lionel Messi, and Sun Feifei.
The ad was heavily promoted at city hubs and baggage belts at airports. Along with personal narratives and films from their travels, it featured travel vlogs with local celebrities. These featured their favorite luggage, must-have travel accessories, and behind-the-scenes stories of their adventures.
Hung Huang and Gao Xiaosong, two well-known Chinese cultural tastemakers and Beijing locals, were among the esteemed guests invited to share their experiences and tales of the city on the recently launched Beijing podcast series.
These marketing campaigns, which range from striking advertising shots to personal, genuine storytelling, give local audiences a comprehensive grasp of Louis Vuitton’s world, which includes real goods as well as intangible cultures and travel-related ideals.
An entity of culture
Luxury brands, which exude exclusivity, privilege, and status, are skilled at capitalizing on the concept of scarcity. However, in order to stay relevant among today’s discerning travelers, Louis Vuitton contextualizes the ideas of luxury and the draw of travel.
The brand’s tenacious efforts have produced noteworthy outcomes. Louis Vuitton’s organic revenue increase continued “despite a challenging environment,” as stated in LVMH’s Q1 2024 revenue statement.
In the near future, China’s economy is still recovering, but consumer confidence is still shaky. As the rapid expansion of the luxury market in China comes to a stop, retailers and brands are reevaluating their long-term plans in order to meet the current obstacles.
It appears that Louis Vuitton sees itself as a cultural force in addition to a luxury brand. No matter how the dynamics of inclusion and exclusivity change, the luxury market will always be driven by aspiration. Louis Vuitton is strengthening its dominant position in the luxury market by developing its cultural capital, which is based on the idea of travel.
Louis Vuitton has demonstrated a deep awareness of the complexity of the business through its diverse approach to engaging consumers through pop-up experiences, regional marketing, and celebrity collaborations. The brand continues to set the standard for luxury shopping by thoroughly connecting with both local and international audiences through immersive and aspirational experiences that are firmly ingrained in the cultural fabric of cities such as Beijing and Shanghai.
(Tashia Bernardus)