The pearl of Vuitton in Asia
October 31, 2004 | 12:00am
Louis Vuitton is not just a brand. It does not only make bags, luggage, shoes, trinkets, clothes and accessories for overexposed heir-heads and booty-licious divas. Although chief grimalkin Kimora Lee Simmons is famous for having the biggest Vuitton collection in the whole world, the faithful are adamant that Louis is far from Page Six purgatory. That it is logomania children.
Louis Vuitton symbolizes a lifestyle. Felines like Simmons ride on that dream of luxury and elegance, which of course despite her million and one blings stick to her like a neoprint on a sweaty water jug. The luxury house has become an institution not only in Paris where its home is, but in other corners of the world as well. It’s the paragon of the life well-lived. Everything that it is about, is something that we want.
When I came to Shanghai to attend the LV Flagship store opening in Plaza 66 Centre, I immediately spied that one in every five travelers had something Louis whether it was a monogram purse, an epi leather traveler or a full set of steamer trunks. This was F1 weekend in Shanghai so we were dealing with pretty discernible travelers, perhaps more discreet millionaire wives who would rather deal with their precious LVs silently and not flaunt them like Kimora. Plus being an LV fan since I was in grade school and Asian at that, I can spot a fake like a bloodhound could spot crack at JFK.
Louis Vuitton has not only opened its doors but has staked its claim in booming Shanghai. For the past five years Shanghai has been growing like a precocious toddler, every time I visit it looks completely different, it grows bigger and bigger and yet it retains its charm. Perhaps this why we are all lured to what Louis Vuitton CEO Yves Carcelle calls the "the fastest moving city in Asia." Indeed, the marriage of Vuitton and Shanghai goes beyond the calculations of commerce and punctuates into a more poignant symbolism. A confident embarkation to globalization that was once at one point in time fragile and hesitant.
It was only in 1992 when Louis Vuitton opened its doors in Beijing, China. Today Louis Vuitton operates 11 stores all over the great land. The crown jewel that symbolizes Vuitton’s great friendship in China, of course, is the Plaza 66 store which boasts 1,350 square meters gross which makes it the largest Asia Pacific store. The store in true Vuitton style is something to behold. Always a company that tries to incorporate retrospective and progressive thinking in all of its affairs, the store is refreshingly modern without all the hard edges. The central design is a relief wall with cleverly interlocking circles that form the etoile (star) signature motif of LV that gives it a compelling retro and industrial touch. Wander around and you may find yourself gazing at the floating trunk display or the breathtaking jewel box room which holds the jewels and watches of LV. The jewel box room is enclosed in a semi-metallic screen that once again features the etoile motif. It gives a feeling of privacy and yet you still marvel as you see different points of the magnificent store. Everyone is itching to get into the 100-sq.m. VIP salon. There you have clean slate interiors with artwork from Beijing artist Sun Chuan.
Of course, a store like this will only receive the grandest of openings. Friends of LV were billeted at the JW Marriot where all the F1 drivers were also staying. This allowed me, with the help of Anton San Diego, to spy on the cute drivers even though I do not even know how to drive the simplest thing – not even a bicycle!
True to form, the LV invitation was the most coveted one in town. As one knows these events are absolutely gatecrasher proof and those who are lucky to get in barely come out alive. In our case the poison was limitless Veuve Cliquots, which served as the bait to a night of unapologetic revelry. The store opening itself was held at the beautiful Plaza 66 venue where stars like Coco Lee and Maggie Cheung hung out in the latest Louis Vuitton outfits. Call me in the mood for envy!
As the night progressed we were escorted to their signature secret party locations. After following LV footprint we all found ourselves at the Shanghai Exhibition Center . This was choose-your-own-adventure time as we opted to languish in grand style at the chicly spare Bamboo room, throw coy pickup lines at the more seductive Salle Rouge room or onto the fantastic and theatrical Purple room where incredulous seven-meter high stilt walkers in traditional Chinese costume called the Golden Fairy danced to the tunes of Mark Ronson, Matt Edwards and Janva Tan. Afterwards we were all treated to a performance by Gareth Gates who seemed to rip the already ripped crowd with much aplomb! The room itself boasted an 18x8 LED wall featuring visual images by Bruce Ferguson on eight-meter high DJ booths. The entire back wall of the Purple room featured iconic LV images mixed with Chinese references which locked the theme of the evening.
If this does not impress, you’re impossible.
As I said in the beginning, Louis Vuitton is more than just a brand, it’s a lifestyle, a purveyor of dreams that is desired by both the feckless and the faithful. On that magical night everyone in the Paris of the East found themselves Shang High.
Louis Vuitton symbolizes a lifestyle. Felines like Simmons ride on that dream of luxury and elegance, which of course despite her million and one blings stick to her like a neoprint on a sweaty water jug. The luxury house has become an institution not only in Paris where its home is, but in other corners of the world as well. It’s the paragon of the life well-lived. Everything that it is about, is something that we want.
When I came to Shanghai to attend the LV Flagship store opening in Plaza 66 Centre, I immediately spied that one in every five travelers had something Louis whether it was a monogram purse, an epi leather traveler or a full set of steamer trunks. This was F1 weekend in Shanghai so we were dealing with pretty discernible travelers, perhaps more discreet millionaire wives who would rather deal with their precious LVs silently and not flaunt them like Kimora. Plus being an LV fan since I was in grade school and Asian at that, I can spot a fake like a bloodhound could spot crack at JFK.
Louis Vuitton has not only opened its doors but has staked its claim in booming Shanghai. For the past five years Shanghai has been growing like a precocious toddler, every time I visit it looks completely different, it grows bigger and bigger and yet it retains its charm. Perhaps this why we are all lured to what Louis Vuitton CEO Yves Carcelle calls the "the fastest moving city in Asia." Indeed, the marriage of Vuitton and Shanghai goes beyond the calculations of commerce and punctuates into a more poignant symbolism. A confident embarkation to globalization that was once at one point in time fragile and hesitant.
It was only in 1992 when Louis Vuitton opened its doors in Beijing, China. Today Louis Vuitton operates 11 stores all over the great land. The crown jewel that symbolizes Vuitton’s great friendship in China, of course, is the Plaza 66 store which boasts 1,350 square meters gross which makes it the largest Asia Pacific store. The store in true Vuitton style is something to behold. Always a company that tries to incorporate retrospective and progressive thinking in all of its affairs, the store is refreshingly modern without all the hard edges. The central design is a relief wall with cleverly interlocking circles that form the etoile (star) signature motif of LV that gives it a compelling retro and industrial touch. Wander around and you may find yourself gazing at the floating trunk display or the breathtaking jewel box room which holds the jewels and watches of LV. The jewel box room is enclosed in a semi-metallic screen that once again features the etoile motif. It gives a feeling of privacy and yet you still marvel as you see different points of the magnificent store. Everyone is itching to get into the 100-sq.m. VIP salon. There you have clean slate interiors with artwork from Beijing artist Sun Chuan.
Of course, a store like this will only receive the grandest of openings. Friends of LV were billeted at the JW Marriot where all the F1 drivers were also staying. This allowed me, with the help of Anton San Diego, to spy on the cute drivers even though I do not even know how to drive the simplest thing – not even a bicycle!
True to form, the LV invitation was the most coveted one in town. As one knows these events are absolutely gatecrasher proof and those who are lucky to get in barely come out alive. In our case the poison was limitless Veuve Cliquots, which served as the bait to a night of unapologetic revelry. The store opening itself was held at the beautiful Plaza 66 venue where stars like Coco Lee and Maggie Cheung hung out in the latest Louis Vuitton outfits. Call me in the mood for envy!
As the night progressed we were escorted to their signature secret party locations. After following LV footprint we all found ourselves at the Shanghai Exhibition Center . This was choose-your-own-adventure time as we opted to languish in grand style at the chicly spare Bamboo room, throw coy pickup lines at the more seductive Salle Rouge room or onto the fantastic and theatrical Purple room where incredulous seven-meter high stilt walkers in traditional Chinese costume called the Golden Fairy danced to the tunes of Mark Ronson, Matt Edwards and Janva Tan. Afterwards we were all treated to a performance by Gareth Gates who seemed to rip the already ripped crowd with much aplomb! The room itself boasted an 18x8 LED wall featuring visual images by Bruce Ferguson on eight-meter high DJ booths. The entire back wall of the Purple room featured iconic LV images mixed with Chinese references which locked the theme of the evening.
If this does not impress, you’re impossible.
As I said in the beginning, Louis Vuitton is more than just a brand, it’s a lifestyle, a purveyor of dreams that is desired by both the feckless and the faithful. On that magical night everyone in the Paris of the East found themselves Shang High.
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