Louis Vuitton is taking further steps to expand its presence in Japan with the opening of a new retail space that will feature dedicated gastronomy corners. The luxury brand is set to unveil its latest venture, a flagship store in Tokyo’s Ginza Namiki building, on March 17th. The seven-floor boutique will replace an existing Louis Vuitton site and will incorporate a dining area on the top level, staying true to the brand’s luxurious aesthetic.
This move into the gastronomy world is not new for Louis Vuitton. Last year, the brand introduced Café V and Sugalabo V, a restaurant, in Osaka’s Shinsaibashi district. In an interview with WWD, CEO Michael Burke explained that the Tokyo café, named Le Café LV, will have a more casual approach and will offer visitors “Louis Vuitton’s perspective on the city”.
In addition to the café, the Ginza boutique will feature a dedicated space for selling chocolates called Le Chocolat V. Chef Yosuke Suga, who trained under Joël Robuchon and currently oversees the Osaka restaurant, will showcase his creations in this corner.
Burke describes the integration of gastronomy into the Louis Vuitton brand as a creative exercise akin to translating trunks into fashion pieces. He believes that this innovative approach will resonate with customers and provide them with a unique experience.
To further enhance the brand’s offerings, the new address will also host an exhibition titled “Louis Vuitton &”. This exhibition will showcase the brand’s collaborations with various artists and will run for two months from the boutique’s grand opening.
Louis Vuitton’s expansion in Japan aligns with the recent economic recovery in the luxury market in Asia. The LVMH group reported a significant increase of 18% in sales in Fashion and Leather Goods in the fourth quarter of 2020 compared to the previous year. With these positive trends, the brand is looking to solidify its position in the Japanese market.
By combining gastronomy, culture, and retail, Louis Vuitton aims to provide customers with an immersive and experiential experience. The new boutique in Ginza will not only showcase the brand’s products but also offer visitors a glimpse into Louis Vuitton’s artistic collaborations and its unique interpretation of the city of Tokyo.
Useful links:
– Louis Vuitton Official Website
– LVMH Group Official Website
