AsianFin -- Louis Vuitton’s newest store in Shanghai is far from a conventional luxury flagship. Towering 30 meters high and shaped like a ship, the newly unveiled “The Louis” on Nanjing Road isn’t just a retail space—it’s a full-blown experience, complete with an exhibition hall and a stylish café.

Officially opened on Thursday, the gleaming structure is designed to draw foot traffic and viral attention, with Instagram-worthy displays and architectural flair that’s likely to flood Chinese social media feeds.

But beyond the buzz, Louis Vuitton and its parent LVMH are betting that “The Louis” can help reignite spending among Chinese consumers, whose appetite for luxury has cooled in recent quarters amid economic uncertainty and shifting consumption trends.