The launch of “The Louis” is unmistakably another resounding act of pioneering by Louis Vuitton—once again affirming its position as the “Star” within the LVMH brand matrix, and with it, the strategic allocation of resources in its favor.

Three years in the making, from initial concept to grand opening, every stage of preparation has showcased the stature and boldness of a brand at the helm of global luxury. At the same time, the Group’s continued commitment to the Chinese market is evident: through the orchestration of brand leverage and forward-placed resources, LVMH deploys both capital endurance and creative audacity to embrace and lead the industry’s revival.

At its strategic core, “The Louis” reflects the brand’s dual approach of inclusivity and tiered cultivation—using the balance of Brand Desirability and Brand Exclusivity as the fulcrum. Through this new composite space, Louis Vuitton dismantles the long-standing silos between events, experiences, and retail in the luxury sector:

On one hand, by adopting an open posture in the city center, it narrows the distance with the aspiring middle class, expands the radius of consumer reach, and creates a domain that is “welcoming nearby, attractive from afar”；

On the other, through highly scarce and exclusive rituals, it consolidates the loyalty and privilege of its elite clientele, ensuring a hierarchy that remains admired from the heights.

By combining vertical scarcity with horizontal expansion, “The Louis” embarks on its voyage under dual propulsion—fusing space and time into a grand theater of brand experience, sketching the contours of its future vision: a spectacle to be shared, a realm to be privately indulged.

Space as Stage: A Full-Dimensional Expression of Brand Equity

Clearly, “The Louis” was never intended merely as a regional flagship, but as an attempt to transform brand equity into an operable spatial system—a pioneering practice of Space Assetization.

Industry consensus is already evident: Brand Equity stands as the most powerful long-term capital at a company’s disposal. It is not only the intangible value reflected on a balance sheet, but also the “share of mind” accumulated through touchpoints and experiences. As a flagship of experiential innovation, “The Louis” gives tangible form to the six value dimensions outlined in the Premier Brand Equity Hexagon.

What were once intangible brand equity factors here find expression within a composite space—unfolding as experiences that can be seen, entered, and personally lived.

Brand Heritage: A Contemporary Expression of Nautical DNA

The hull and stacked container-like structure of “The Louis” are far more than aesthetic design choices. They recompose the spirit of 19th-century transoceanic trunks with the port-city civilization of Shanghai, the “Gateway to the East.” Heritage here is no longer a static historical display; it is upgraded into an operable cultural asset. Through a highly recognizable physical form, it carries the narrative of the brand’s origins, compressing the consumer’s path of cognition across “travel–craftsmanship–lifestyle”, and directly reinforcing the long-term accumulation of trust and Premium Pricing Power.

Strategic Prominence: A Landmark Engine of Traffic and Awareness

Located on Shanghai’s Nanjing West Road, “The Louis” deploys its ship-like form and metallic Monogram façade as a powerful memory anchor, constructing a three-tiered communication leverage:

1) Visitor Convergence: Leveraging first-touch encounters on the street and the deck’s long-range visibility to attract natural foot traffic and generate a catchment effect.

2) Organic Content Propagation: Activating UGC creation and social diffusion through highly distinctive visual symbols, thereby amplifying brand awareness.

3) Symbolic Capital Engraving: Deeply inscribing “Shanghai–Travel–Louis Vuitton” into both the urban and brand narratives, transforming it into a cultural imprint that can be perceived, remembered, and retold.

Together, these forces create a dual dynamic of offline visitation and online diffusion—releasing a multiplier effect where space becomes communication, and brand becomes culture.

Experiential Aspiration: A Choreographed “Ritual of Flow”

The spatial journey is designed as a four-part rhythm: Attention → Pause → Immersion → Takeaway.

Each stage is not only a sensory highlight but also a social trigger, creating “Peak Moments” rather than a uniform experience. This peak-oriented design concentrates memory on decisive touchpoints, shaping a retraceable “Desire Curve”, thereby achieving:

1) Extended Dwell Time: visitors linger across multiple points in the space;

2) Enhanced Conversion: critical touchpoints directly drive purchase and retention;

3) Repeat Visits & Re-sharing: peak experiences are spontaneously shared, prompting return traffic.

Exhibition Space: A Tangible Exercise in Brand Value

As the starting point of the journey, the 1,200㎡ “Visionary Journey” exhibition—conceived by OMA—opens with Trunkscape and dual timelines, weaving together themes of travel, fragrance, literature, sport, and craftsmanship. Its value lies not in a simple accumulation of information, but in deconstructing brand craft and intent into perceptible Learning Modules, embedding Value Education organically within an immersive experience.

Through interaction, visitors acquire Proof of Authenticity, completing a psychological shift from passively receiving the brand’s monologue to actively sharing in its beliefs. In doing so, the exhibition lays a robust psychological foundation for both High Ticket Conversion and Long-term Loyalty.

Food & Beverage Space: The Sensory Translation of Brand Identity

Le Café is far more than a food-and-beverage outlet. It extends the brand’s spirit beyond visuals and narrative into a curated orchestration of the senses—transforming dining into an experiential asset designed to be remembered, shared, and revisited.

1) Experience Extension: dining serves as the buffer and continuum between exhibition and retail, lengthening overall Dwell Time and enhancing conversion potential.

2) Relationship Capitalization: through the triple triggers of “delicious + photogenic + conversational,” it generates social content and reasons for return visits, embedding Relationship Capital.

3) Loyalty Cultivation: the dining pathway transforms one-time visitors into lifestyle regulars. Via Membership Capture, Preference Tagging, and Remarketing, it becomes a pivotal node in customer lifecycle management. 

Shopping Space: Commemorative Transaction and Personalized Customization

Retail is positioned at the conclusion of the journey, capturing visitors at their peak stage of intent. It follows a three-step conversion logic:

1) Narrative Display: infusing storytelling into products, turning purchase into an extension of the brand journey.

2) Instant Customization: through embossing, engraving, and other services, products receive a “Journey Imprint,” transforming consumption into personalized commemoration.

3) Data Loop: during customization and checkout, metrics such as UPT (Units per Transaction) and AOV (Average Order Value) are elevated, with repeat purchases driven—creating a consumption pathway that is both traceable and optimizable.

Thus, the retail space is no longer a single point of transaction, but the generating end of a “Personal Narrative Takeaway”, where the brand experience is ultimately distilled into tangible and data-driven customer assets.

Beneath the brand equity framework of T.L.O.U.I.S., “The Louis” constructs an entirely new circulation mechanism through its layered composite formats: and awareness converge at the entry; trust and desire are cultivated at the mid-stage; transactions and relationship extension are fulfilled at the finale. Each visit is thereby converted into reusable relationships and data, with individual purchases compounding into brand capital—transforming space into a perpetually operating engine of value.

Time as Script: Full-Spectrum Immersion in Brand Relationships

If “The Louis” represents the materialization of brand assets in spatial form, then its reconstruction of time demonstrates a new mastery of client relationships.

During its opening, Louis Vuitton staged an unprecedented 30-hour exclusive journey, overturning the traditional luxury model of “peak-point” hospitality by immersing guests in a continuous, day-to-night temporal experience.

Time here is no longer a mere backdrop; it is choreographed into a programmable performance—evolving brand relationships into a layered order of intimacy, and releasing a more enduring tension of client engagement.

Thirty hours were choreographed as a continuous performance, each segment playing its role and forming an orderly, interconnected chain of relationships.

Day 1 opened under the red-carpet glow of star-studded encounters, with guests moving fluidly between immersive exhibition tours and refined dining, before the crescendo of a midnight party.

Day 2 sustained the momentum with a midnight film screening. At dawn, meditation and tai chi brought moments of inner stillness. The day continued with artisan workshops and a chef’s table lunch as lifestyle immersions. As night fell, a club-inspired atmosphere and a closing screening completed the journey’s narrative loop.

Guests were thus invited into more than a single event; they entered a layered order, where access, intimacy, and co-creation unfolded progressively through time. VICs, in rarefied hours, experienced the privileges of exclusivity and identity, savoring an ultimate journey of extraordinary distinction. For the brand, it became a live experiment to validate the integrated operational power of “Space–Time–Relationship.”

At the operational level, round-the-clock staffing and multi-format spatial choreography ensured seamless flow: exhibition, dining, retail, film screenings, and parties unfolded adjacently within the same arena, transitioning smoothly. Behind the scenes, light-touch data capture and identity mapping linked the entire chain from reservation to visit to post-event remarketing. This pioneering night-time programming not only unlocked differentiated premiums from the night economy but also elevated both unit-time output and spatial utilization rates in parallel.

Measurement logic correspondingly shifted to a “Performance Mindset”: no longer confined to total visitor counts, but to density, peak-to-trough ratios, and average dwell time; no longer focused solely on exposure, but on UGC quality and reach; no longer limited to sales, but to AOV, UPT, customization penetration, and membership capture. The ultimate test lay in whether this thirty-hour performance could, at 7/30/90 days post-event, crystallize into long-term relationships and compounding brand capital.

From a long-term vantage point, this “Time as Script” pilot established a scalable operational blueprint. By retaining its principles of choreography and measurement framework, adapting to local contexts and partners, and deploying modules such as micro-drops, reservation-based private segments, or chef-led ateliers as plug-and-play units, the brand can reproduce flagship events of equal rhythm and layered logic on a quarterly cadence.

Notable, on the opening day Louis Vuitton expanded its communication reach through a live-streaming mechanism, extending what was once a VIC-exclusive privilege into a cultural scene accessible to the public. Celebrity red-carpet interactions generated peak awareness, spatial tours translated into heightened desire for participation, and cultural dialogues further reinforced the brand’s local relevance and global visibility.

The live stream did not remain a one-way broadcast; it was deeply integrated with the e-commerce loop. Actor Dylan Wang and singer Minghao Xu (THE 8) each entered the sport and fragrance halls, translating brand narratives into immediate consumption touchpoints through relaxed commentary and in-situ enactments. Within the Douyin platform, viewers could jump directly into the brand’s online boutique to complete purchases, realizing a closed loop from content reach and emotional resonance to transactional conversion.

Through this mechanism, the opening of “The Louis” was translated from exclusivity to accessibility, while the thirty-hour performance was fixed as a traceable record of brand operations.

By means of the dual construction of “Space as Stage, Time as Script,” “The Louis” has established not only a new cultural landmark for the city but also a value domain embedded within consumer consciousness.

The brand thus achieves the juxtaposition of approachability and exclusivity, transforming horizontal expansion and vertical accumulation into operable asset logic—inscribing a lasting milestone for the future business model of brand spaces.

The value of brand spaces in new retail formats lies not merely in conceptual foresight or avant-garde imagery, but in their ability to translate diverse experiences into measurable traffic and verifiable commercial value.

In other words, the true test of “The Louis” is whether it can move beyond being a “one-off event.” By leveraging each experiential space as a vessel, it must transform short-term buzz into sustainable brand assets.

“The Louis” Interaction Space:

Closing the Value Chain from Attention Capital to Residency Capital

As the first and second floors of “The Louis,” the interaction experience forms the primary gateway where the public encounters the brand. Unlike traditional retail venues, the objective here is not direct sales. Instead, through the “Visionary Journeys” exhibition—delivered with artistic curatorial methods, amplified by multi-channel media awareness, and reinforced by a highly distinctive landmark façade—the space rapidly draws the gaze of society.

Free admission and immersive experiences further lower the barrier to participation, allowing visitors to move freely through Louis Vuitton’s craftsmanship heritage and emotional narratives. This posture of “approachability” resonates with contemporary consumers’ strong desire for scenographic experiences and cultural exploration, while also meeting their deeper need for spiritual and cultural understanding of the brand.

Meanwhile, mechanisms such as reservations, check-ins, and registrations ensure that visitors are not only converted into physical foot traffic but also retained as brand members and drivers of social media awareness. In this way, community capital is accumulated—embedding membership through interactive behaviors while simultaneously amplifying social resonance.

On the social media awareness vector, the opening of “The Louis” significantly amplified overall brand buzz and social attention. Looking back at the brand’s awareness curve since 2024, only two moments stand out with marked surges: the opening of the Takashi Murakami pop-up in January 2025, and the grand unveiling of “The Louis” in July 2025. Of the two, “The Louis” proved most impactful—not only as the core driver of online discussion but also as the peak of brand search in the past two years, fully validating its communicative force and societal impact as a phenomenon-level project.

On the offline traffic vector, Premier estimates that monthly visitor flows to the exhibition stabilized at 55,000–65,000, creating steady and sustained attraction. Unlike short-term pop-ups, its long-term presence effectively diluted fixed costs, significantly reducing the marginal cost per visitor and injecting more sustainable momentum into operations. At the same time, the exhibition’s themes offered high extensibility: impact could be further scaled through touring or digital formats, while spin-off merchandise and cross-industry collaborations expanded cultural narratives outward, showcasing the value of “content capital.”

On the district effect vector, “The Louis” has continuously infused its surrounding area with cultural energy and appeal, becoming a long-term intangible asset shared between brand and city—a form of “residency capital.” In its first week alone, mall traffic doubled, with sales recording triple-digit year-on-year growth. Average daily footfall around Taikoo Hui stabilized at 80,000–100,000, with weekend peaks exceeding 170,000, drawing large numbers of out-of-town visitors. Neighboring businesses also benefited: Starbucks Reserve Roastery implemented entry controls, several restaurants experienced overwhelming demand, and surrounding commercial complexes such as Zhang Yuan and Feng Sheng Li saw average sales growth of 20–30%.

As a phenomenon-level practice combining awareness breakout with traffic consolidation, “The Louis” has demonstrated the efficiency of branded interactive experiences—amplifying communication momentum while embedding itself as a sustainable cultural and commercial asset. Its significance lies not only in the peak of current attention but in reshaping the long-term logic that binds brand, city, and consumer together.

“The Louis” Shopping Space:

From Direct Capital to Client Capital as a Sales-Driven Lever

As the second floor of “The Louis,” the shopping space carries the critical mission of channeling exhibition momentum into commercial outcomes—serving as a core link in the composite business loop.

Visitors, at the emotional peak of their exhibition journey, naturally flow into the retail area. Confronted with curated displays of leather goods, accessories, footwear, and travel collections, their emotional energy translates seamlessly into purchasing impulse. The circulation design ensures a smooth transition, aligning “emotional highs” with “moments of consumption.” Classic trunks, solemnly displayed, underscore brand heritage, while on-site demonstrations of leather craftsmanship and instant customization experiences elevate shopping into a ritualized act. Guests can commission an artist’s brushstroke to create unique patterns on a trunk, book hot-stamping of limited motifs onto small leather goods, or complete a personalized experience instantly while selecting new pieces.

The introduction of limited editions and site-exclusive items further amplifies scarcity. By skillfully leveraging IP capital, scarcity and storytelling are transformed into sustained brand premiums and collectible value. High-net-worth clientele, in turn, gain heightened identification with the brand through belonging and uniqueness, significantly fueling their purchasing momentum. Even when a transaction is not completed on the spot, visitors leave with a lasting impression of the brand’s craftsmanship and aesthetic sensibility.

Premier conducted a systematic evaluation of “The Louis” shopping space, drawing on on-site traffic monitoring, sales data tracking, and cross-benchmarking against stores in the same district. The results show that average daily footfall consistently exceeds 1,000, representing a scale more than eight times higher than a conventional boutique. On the revenue side, the high sales conversion efficiency of the shopping space, coupled with the contributions of dining and interaction areas, has lifted overall sales per square meter by approximately 1.5 times.

This demonstrates not only the smooth transfer of large exhibition-driven traffic into retail, but also the unique advantage of the format in consumption conversion. Unlike traditional boutiques that rely on natural walk-in traffic, “The Louis” preconditions consumer interest and emotion through the exhibition. By the time visitors enter the shopping space, they already hold a heightened purchasing intent—significantly improving sales efficiency.

At the same time, the shopping space functions as the central node of data capital. For first-time buyers, upon completing a purchase, a dedicated sales advisor adds them on WeChat, initiating a long-term journey with Louis Vuitton. In this process, transactional data reflects purchasing power, preference data reveals latent needs, and customization data deepens the brand’s understanding of personal characteristics. All of this flows back into the CRM system, enabling comprehensive customer profiles and supporting precision operations at every stage of the lifecycle.

In terms of income structure, the shopping space remains the highest-margin segment within the complex, with gross margins of around 70%. It is the financial backbone that sustains the ongoing operation of “The Louis.”

From one-off transactions to long-term relationship building and value enhancement, the brand progressively transforms customers into sustainable client assets. In other words, the shopping space achieves a “dual leverage”: safeguarding short-term financial performance while, through the accumulation of relationships and data, laying the structural foundation for sustainable growth.

“The Louis” Food & Beverage Space:

Extending Brand Reach from Customer Capital to Data Capital

Located on the top floor, Le Café Louis Vuitton introduces a lifestyle-oriented third dimension into the composite space of “The Louis,” extending the brand’s reach beyond exhibition and retail into everyday social settings. With its nautical motifs fused with brand aesthetics, the café creates an atmosphere where luxury is no longer a distant symbol but is seamlessly woven into urban life in an accessible, tangible way.

Although beverages and light fare are not the core business of luxury, they carry strong appeal through the brand symbolism they embody. From the outset, Le Café Louis Vuitton was in such high demand that reservations were booked out weeks in advance. Its value lies not in the food and drink themselves, but in extending dwell time, deepening contextual stickiness, and strengthening the frequency of brand–consumer interaction.

Every detail—from the presentation of each cup to the plating of each dish—expresses the brand’s enduring commitment to detail and aesthetics, while the rooftop view of the city infuses daily life with poetry and ritual. Through dining as an entry point, the brand enters consumers’ lifestyles, embedding itself within emotional resonance and everyday social exchange.

From a performance standpoint, Le Café Louis Vuitton welcomed nearly 4,000 visitors in its first month, demonstrating appeal far beyond traditional formats. Unlike the “high-price, low-frequency” model of the shopping space, the food & beverage space operates under a “mid-price, high-frequency” model, serving as a stabilizing counterbalance within the composite ecosystem:

On one hand, by leveraging customer capital through accessible consumption, it channels potential clients—those who may have only visited the exhibition—into their first brand transaction at an approachable price point, thereby opening a pre-retail entry gateway；

On the other hand, by harnessing frequency capital through repeated visits, it gradually transforms one-off “check-in” consumption into habitual patterns. This not only generates steady cash flow but also, through everyday touchpoints, shapes the brand’s lifestyle identity, reinforcing emotional stickiness and share of mind.

The three spaces together form a relatively complete capitalization loop, demonstrating how a luxury brand can, through the multidimensional combination of interaction, shopping, and dining, systematically convert aggregated traffic into accumulated relationships.

As a pilot for new-format brand spaces, “The Louis” has become a critical lever in LVMH’s global reshaping of commercial formats. During his recent tour of China, Group Chairman Bernard Arnault made a dedicated visit to “The Louis” at Shanghai’s Taikoo Hui—marking his third consecutive year of visiting the Chinese market. This gesture not only underscores the Group’s strategic attention to the project, but also signals that, even amid a turbulent cycle for global luxury, China continues to stand as a decisive battlefield.

From a broader industry perspective, the exploration of new formats has already become a shared practice among luxury brands in China. Through diversified spatial typologies and narrative approaches, brands are deepening the “capitalization of experience”: from interactive exhibitions to flagship retail and cross-boundary dining, these new spaces not only meet consumer demand for immersive scenes and cultural resonance, but also, over the long term, accumulate assets and fortify competitive barriers.

Interaction Space Business Models:

1) Brand Exhibition, such as the Dior’s “L’Or de Dior” exhibition, inaugurated in September 2024 at Beijing Guardian Art Center. Through an artistic lens, the exhibition narrates Dior’s enduring bond with China, while conveying the symbolic power and timeless allure of the brand’s “golden” heritage through immersive scenographic storytelling.

2) Art / Culture / Sports Exhibition, such as the Louis Vuitton Espace Exhibition Center, unveiled in June 2017 at the West Tower of Beijing’s China World Trade Center by the brand’s Foundation. The space regularly stages art exhibitions, serving as a long-term cultural platform for artistic showcases.

3) Health & Wellness, such as Miu Miu’s Morning Club in Guangzhou, launched in September 2024. This program integrates yoga, meditation, tea ceremony, and other diverse practices, creating a serene and immersive healing atmosphere that offers participants a profound journey from physical relaxation to spiritual comfort.

4) Brand Atelier, such as Chanel’s Les Ateliers in Shanghai, opened in July 2025 on the third floor of Plaza 66, spanning 300 square meters and linked with the brand’s boutique. The atelier is designed specifically to address client after-sales needs, offering services such as leather care, garment alterations, and jewelry revitalization.

Shopping Space Business Models：

1) Standard Boutique, such as Chanel’s Shanghai IFC boutique, reopened in November 2024 with an expanded three-level layout. The store integrates ready-to-wear, leather goods, footwear, and other categories, while also providing personalized care and repair services. A new flagship at Shanghai Plaza 66 is scheduled to open by the end of 2025, spanning three levels and encompassing the brand’s full categories—including ready-to-wear, handbags, accessories, watches and jewelry, and beauty—positioned as a comprehensive ecosystem blending art and lifestyle.

2) Flagship Boutique, such as “Hermès Maison Shanghai”, opened in September 2014 on Huaihai Middle Road. The four-level building covers 1,175㎡, showcasing multi-category assortments alongside themed exhibitions and seasonal window displays.

3) Duty-Free Boutique, such as Dior’s Hongqiao Airport boutique, opened in October 2022 in Terminal 2. As a key presence in a major aviation hub, the store offers curated leather goods and travel pieces, providing travelers with a convenient shopping experience.

4) Pop-Up Store, such as the “Louis Vuitton Express” limited-time space, inaugurated in July 2025 at Hangzhou MixC Mall, ground-floor atrium. Inspired by the concept of a “Hangzhou–Paris Express Train,” the pop-up features themed art installations and presents handbags alongside Louis Vuitton City Guides.

5) VIC Salon, such as Loro Piana’s Nanjing VIC Salon, inaugurated in December 2024 at Deji Plaza. As the brand’s second VIC salon in China, it is designed exclusively for top clients, offering private meetings, bespoke services, and dedicated product showcases.

Food & Beverage Space Business Models：

1) Pop-up Dining Spaces, such as Louis Vuitton’s Takashi Murakami Coffee Garden in Shanghai, opened earlier this year to commemorate the brand’s renewed collaboration with the Japanese artist. The café offered four signature coffees and selected light snacks, attracting large crowds eager to check in and experience the concept.

2) In-Boutique Dining Spaces, such as the Dior Café Shanghai, inaugurated in December 2023 within the Dior boutique at Qiantan Taikoo Li. The space features artworks by GUY LIMONE, subtly echoing the brand’s Paris headquarters on Avenue Montaigne.

3) Standalone Dining Spaces, such as Prada’s “Mi Shang Rong Zhai”, opened in March 2025 within Prada Rong Zhai. Designed under the artistic direction of filmmaker Wong Kar-wai, the interiors integrate a curated selection of Maison’s art collection, blending Milanese style with Shanghainese character.

We take the three emerging spaces—Interaction, Shopping, and Food & Beverage—as the starting point to focus on the key enablers of business model transformation. Through refined process reengineering and deeper brand embedding, the consumer journey is driven toward systematic reinvention.

Key Enabler | Digital Interaction Zone：

Extending the Journey Across Touchpoints, Unlocking Community Value

In the traditional logic, a consumer’s journey typically ends abruptly after a single event, lacking mechanisms for continuity or conversion. Premier’s proposed “Digital Interaction Zone” serves as a core enabler by deeply integrating offline experiences with the digital ecosystem. This ensures that interactive spaces are no longer isolated event sites, but evolve into central hubs of sustained relationships and generators of long-term brand assets.

• Interactive Real-Time Recording: Under the new pathway, every consumer interaction is instantly captured and digitized—from QR code verification to gift redemption. Data is uploaded in real time to the backend and synchronized to mobile interfaces in the form of an “event calendar” or “badge system.” Each visit thus becomes a retraceable and accumulative node, rather than a fleeting moment.
• One-Click Social Sharing: The system is integrated with major social platforms such as WeChat Moments and RED, enabling consumers to generate personalized posters and share with a single click. Individual experiences are thereby amplified within social spheres, driving organic content propagation and extending brand awareness across user networks.
• Precise Consumer Guidance: Based on event type and theme, the system pushes curated product recommendations to mobile devices (e.g., limited-edition pop-up collaborations). This achieves a closed loop of “Experience–Engagement–Purchase,” allowing consumers to complete conversions at emotional peak moments.
• Event Preview Notification: Leveraging AI large-model profiling of annual participation data, the system proactively delivers personalized event previews and exclusive invitation channels. Consumers gain priority access, establishing a refined operational model of “Targeted Reach–Advance Client Lock-in”.
• Exclusive Privilege Unlocking: As participation builds, consumers unlock tiered privileges, spanning digital assets (e.g., custom wallpapers, red-packet covers) and offline benefits (e.g., exclusive discounts on fragrance and beauty). This dual system of digital and physical rewards not only enhances long-term participation incentives but also deepens brand stickiness.

Key Enabler | Hyper Customization × Digital Integration

Transforming Consumption into Memory, Turning Data into Assets

Traditional shopping experiences often remain limited to trying, selecting, and paying. Consumers are presented largely with standard products, leaving personalization insufficient and memories faint. Premier’s proposed core enabler, “Hyper Customization × Digital Integration,” seeks to change this paradigm. By deeply merging digitalization with personalization, it reshapes the texture and depth of the shopping journey—turning routine transactions into lasting impressions and data into enduring brand assets.

• Real-Time Location-Based Notification: The customized journey begins before the client even enters the store. As soon as they arrive in the vicinity, the WeChat Mini Program or Brand App delivers an LBS-based invitation—such as “Step into the store to unlock an exclusive customization experience.” This mechanism of instant reach shortens the gap between hesitation and action, sparking store visits and raising conversion rates.
• Upfront Process Integration: On the way to the store, clients can select customization details via mobile—color, pattern, or engraving—allowing staff to prepare reception protocols and materials in advance. Upon arrival, the client transitions seamlessly into the personalized experience without waiting, enjoying a service that feels both “exclusive and efficient”.
• Deep Memory Formation: During the customization process, select simple and safe steps are opened for clients to complete themselves. With staff guidance, they participate directly, strengthening both their sense of control and engagement. This “first-hand” experience not only extends dwell time but also embeds emotional resonance, making the shopping journey a memory to be revisited.
• Cross-Store Experience Extension: Once customization is complete, the system automatically generates a digital certificate and stores it in the client’s personal account—serving both as a digital emblem of exclusive identity and as an entry point for future interactions. Clients are thereby encouraged to explore additional store environments and customization modules (such as accessories, luggage tags, AI badges, etc.), deepening their connection with the brand across cities and contexts.

Key Enabler | Brand Consistency Mindset

Extending Narrative in Details, Refining Identity through Daily Rituals

In traditional dining spaces, consumers often limit their visit to ordering, photographing, and eating—brief moments insufficient to carry the weight of brand storytelling. Premier’s proposed core enabler, “Brand Consistency Mindset,” embeds the principle of brand coherence into every dining touchpoint, transforming it into a vital arena for narrative extension and value transmission.

• Immersive Atmosphere Creation: Spatial design and materials are no longer mere functional configurations, but a symbolic system carrying the brand’s language. From tabletop settings to tableware design, from wall décor to lighting ambiance, every detail echoes the visual elements of the season’s main collection or signature collaborations. Clients are immediately drawn into the brand’s narrative scene, forming lasting impressions through direct visual and tactile experience.
• Cultural Story Exploration: The menu transcends its role as a list of dishes, becoming a vessel of narrative and culture. Through distinctive design language and QR-code interaction, clients can not only select dishes but also trace their cultural context and place of origin. Paired with in-store film projections, the ordering process is elevated into a miniature cultural journey “from provenance to plate,” infusing the dining experience with both educational and artistic value.
• Exalted Brand Hospitality: Service processes align with those of a luxury boutique—from reservations and welcoming rituals to end-to-end communication—all delivered in branded expression. Staff do more than convey product information; they narrate history and stories in the brand’s unique “language,” allowing clients to sense the brand spirit and identity in every exchange. Thus, the dining experience carries both reverence and warmth, becoming a tangible embodiment of brand value in daily life.

These insights provide a forward-looking framework for luxury brands to reshape the customer journey across three dimensions: interaction, shopping, and dining. Yet, the performance of different formats in value realization diverges sharply. This gives rise to a central question: how to strike the optimal balance between return on investment, payback period, and brand affinity? The answer becomes the key anchor in assessing model replicability and determining strategic priorities.

Compared with conventional boutiques, the three types of composite spaces each present differentiated advantages:

• F&B + Shopping Spaces: Leveraging the high-frequency nature of dining consumption, these spaces achieve faster payback periods and more stable cash flows, offering an efficient pathway for steady brand penetration in regional markets.
• Interaction + Shopping Spaces: Powered by immersive exhibitions and experiential content, these formats excel in strengthening brand affinity. Their strong traffic-aggregation effect not only attracts short-term attention but also converts it into sustained brand recognition and enhanced perception.
• Comprehensive Experience Spaces (Interaction + F&B + Shopping): Through the combined force of narrative tension and spatial integration, these spaces maximize brand affinity—enabling consumers to build deeper resonance and lasting belonging that far surpass the impact of conventional boutiques.

Under the integration of multiple formats, technology enablement emerges as the pivotal lever for margin improvement.

Through traffic-flow optimization and real-time data operations, brands can scientifically design customer movement pathways, enhancing spatial utilization, balancing footfall, and ensuring a more seamless experience. At the same time, by leveraging real-time monitoring and precision scheduling, resource allocation and service strategies can be dynamically optimized. On a macro level, omnichannel acquisition and retention reinforce the “activation–add-to-cart–repeat purchase” conversion chain, reducing customer acquisition cost (CAC) while extending customer lifetime value (LTV).

Through these synergistic measures, the profitability structure of brand spaces is continuously optimized, with benchmark EBIT levels expected to rise steadily from the traditional 18%–20% range to 22%–25%, thereby delivering long-term and sustainable financial performance improvement.

Through the analysis of interaction, retail, and dining spaces, we have outlined a relatively complete evolution path: beginning with traffic aggregation as the entry point, consolidating the foundation through relationship building, and enhancing efficiency through technology enablement and refined operations.

However, single-point success alone cannot support replication across cities and formats; what is urgently needed is a brand space upgrade framework that translates the experience of “phenomenon-level projects” into a system that is both replicable and iterative.

The evolution of luxury spaces mirrors the masterful crafting of a timeless palace: the proportion of beams and columns, the angle of light and shadow, the curvature of pathways—each measured with precision, each anchored in the brand’s enduring equity.

Scattered across the global retail landscape, every new creation and renewal of space becomes a touchstone for both testing and re-forging brand value—required to carry the weight of a century-old heritage, to reflect the pulse of today’s cultural context, and to leave room for continued growth into the future.

Just as the grandeur of a palace begins with foundations laid deep, the strategic elevation of luxury retail spaces must be grounded in fundamentals, enabling the perpetuation and renewal of brand value.

Premier’s VaultOne Luxury Retail Spaces Strategic Framework is built on five foundational principles that ensure stability, consistency, and evolvability. They reinforce the brand’s equity base, align the logic of diverse touchpoints, and create elasticity for future iteration.

I. Glocal Value Creation

Establishing a lasting brand identity through a global narrative, while infusing each space with the distinctive warmth of local culture. In this way, the space becomes both a reflection of global stature and a vessel for local heritage.

[Implementation Priorities] Build a dual-layer mechanism of “Global Archetype + Local Interpretation”: at the global level, unify brand prototypes and value codes; at the local level, embed cultural, community, and landmark attributes. Measured by brand elevation, local penetration rate, and cultural resonance index.

II. Relationship Capital & LTV Orchestration

The mission of luxury spaces goes beyond transactional conversion—they are designed to weave relationships and anchor loyalty, turning a single visit into a lasting bond.

[Implementation Priorities] Design tiered customer journeys with tailored privileges and rituals of interaction; construct an “Experience–Dining–Retail” loop to deepen relationships. Measured by LTV, repurchase rate, and membership engagement.

III. Twin-Speed Transformation

Digital and physical move in parallel, fast and slow work in tandem. Digital enablement delivers real-time insight and agile optimization, while physical renewal accumulates depth and ritual.

[Implementation Priorities] Establish a digital backbone (unified ID, immersive interaction, intelligent evaluation), while advancing spatial renewal (pathways, scenarios, property value) in steady progression. Twin-speed roadmaps satisfy short-term vitality while laying the foundation for long-term capital returns.

IV. One Brand Experience

Luxury spaces must remain “seamlessly consistent.” Whether entering an exhibition, a restaurant, or a retail store, what consumers perceive is always the same brand ethos and value narrative.

[Implementation Priorities] Anchor four unified standards—narrative storyline, service scripting, environmental grammar, and product curation; integrate journeys across touchpoints (to exhibition, to store, to table, to membership). Measured by NPS, cross-touchpoint conversion rate, and experience consistency index.

V. Contextual Innovation Loop

Innovation in luxury must be born of context and nurtured through experience. Spaces serve both as laboratories of experimentation and incubators of future archetypes.

[Implementation Priorities] Set a three-tier gateway of “Prototype–Pilot–Scale,” ensuring innovation can be tested quickly and scaled selectively. Measured by ROI thresholds, pilot amplification multiples, and brand heat index—ensuring innovation becomes the enduring source of brand vitality.

Rooted in foundational principles, the evolution of space must follow a deliberate trajectory—only then can macro strategies translate into visible growth and capital returns. VaultOne distills this process into the evolutionary pathway of “Orientation—Diversification—Convergence”:

1｜Brand Capital Cartography

Starting from a capitalization mindset, systematically map brand value codes and experiential assets. Establish priority maps across cities, districts, and properties to define the strategic direction for resource allocation.

2-a｜Core Estate Reinvention

For existing assets, drive structured upgrades in tenant mix, spatial flow, and operating systems—achieving dual enhancement in both customer experience and financial returns.

2-b｜Future Archetypes Incubation

For incremental opportunities, position space as a laboratory, incubating innovative formats and new models that evolve into replicable, scalable engines of future growth.

3｜Activation & Amplification

Ultimately, all pathways converge into an amplifying loop of operations and market impact. Through an experience matrix, relationship capital, and cultural diffusion, continually elevate LTV, membership penetration, and cross-touchpoint conversion—transforming space into a true long-term capital asset for the brand.

As the pathway of spatial upgrading advances step by step toward its point of convergence, what is gathered is more than operational outcomes—it is the Brand Capital Regeneration Loop as defined by VaultOne. Under this dome, space transcends its role as a “venue” and ascends into “capital,” becoming a regenerative engine of brand longevity and orchestrating a symphony of compounded returns:

• Symbolic Equity Magnified: Using space as a stage to continuously interpret brand codes and cultural symbols, amplifying and embedding them in market consciousness.
• Cultural Consolidation Secured: Through localized storytelling and cross-boundary collaborations, anchoring the brand firmly within the fabric of city, community, and cultural identity.
• Brand Vitality Renewed: Transforming space into the nucleus of revival and innovation, sustaining creativity and tension to ensure the brand remains ever-relevant in rapidly shifting business and cultural contexts.
• Consumer Affinity Entrenched: Making space the vessel of long-term relationships—converting single encounters into repeated interactions, consolidating core clientele while cultivating new audiences.
• Platform Value Scaled: Elevating from standalone store to multidimensional platform, generating compounding effects across touchpoints and ultimately scaling both assets and value.

Foundations remain firm, trajectories hold steady, and the dome endures.

The framework articulated by VaultOne elevates luxury spaces from operational arenas into capital engines, enabling the metamorphosis from physical assets into cultural strongholds.

On this evolutionary journey, Premier positions itself as a long-term partner: aligning strategy with execution, harmonizing aesthetics with science, validating prototypes with scale. Every step is governed by traceable metrics and thresholds to safeguard effectiveness, recalibrated with live data and frontline feedback, and secured by capability transfer to ensure systems of self-sustaining operation.

The brand spaces of the future will carry far more than the immediacy of consumption experiences—they will sustain enduring relationships and emotional resonance. From site selection and spatial flow, through narrative and service, to performance systems and governance structures—every element of design embeds foresight, refined through continuous optimization toward balance.

Thus, what the brand constructs is not merely today’s prosperity, but tomorrow’s vitality—allowing space, within the cycle of “enduring legacies, transcendent value”, to radiate brilliance that extends through time.

Pause is not stagnation, but the stillness before setting a course.

Ahead, unafraid of upheaval, lies the crucible where new value is forged.

As doubts waver between wonder and hesitation, “The Louis” rises with solemn grandeur, unveiling unprecedented possibilities for the future of branded spaces.

The convergence of diverse formats and the weaving of multi-sensory experiences form a grand cartography of voyage: binding the steadfastness of core clientele with the upward thrust of new cohorts, ultimately flowing into an ocean of regenerative capital, charting anew the curvilinear path of brand value.

The course is set, the prow already distant.

Its inaugural ledger has been revealed, yet the future trajectory transcends the linear metrics of traditional commerce.

It is the declaration of a brand’s grand ambition, and more —The industry’s vow, caught between “pause and reconstruction,” to reset its compass.

Sails are full, winds aligned,

Ushering in a new chapter of voyage and vision.