Editor’s Note
This article explores how luxury brands are deepening their engagement in Asia through immersive retail, cultural storytelling, and technological innovation, cementing the region’s pivotal role in the global luxury market.
From the rooftops of Shanghai to the gardens of Tokyo, the Summer 2025 season confirms Asia as a strategic playground for luxury brands. Between immersive retail, cultural narratives, AI, and craftsmanship, the houses are doubling down on creativity to captivate local audiences and affirm their long-term presence.
Between spectacular flagships, cultural activations, and immersive storytelling, luxury brands are betting on China to push the boundaries of experiential retail. Shanghai, Beijing, Chengdu… each city becomes a stage where the relationship with luxury is reinvented.
Overview:
Louis Vuitton has anchored a new cultural landmark in Shanghai with “The Louis,” a monumental ship-shaped flagship. Blending commerce, art, gastronomy, and brand heritage, this 1,600 m² space celebrates the DNA of Louis Vuitton’s iconic travel through the immersive exhibition “Visionary Journeys.” The activation generated immediate enthusiasm, becoming one of Shanghai’s most photographed spots within days, and a trendy destination for tourists and influencers, positioning the launch as both a luxury spectacle and a social media phenomenon.
Architectural Statement:
A 30-meter-high structure shaped like a liner, covered with the LV monogram. Inspired by Shanghai’s maritime heritage, this architectural icon is located on West Nanjing Road, a luxury hotspot.
Immersive Brand Universe:
Inside, the Visionary Journeys exhibition unfolds across nine rooms, such as Shohei Shigematsu’s “Trunkscape,” tracing the history of the house through craftsmanship, global travel, and artistic innovation.
Focus on Cultural Entertainment:
Star Power:
Brand ambassadors Gong Jun and Lin Yi made appearances and shared poetic and cinematic content related to the launch, resonating with fans and reinforcing LV’s image as both aspirational and emotionally rich.
Overview:
Set against the skyline of Shanghai’s North Bund, Hermès presented the second chapter of its Autumn-Winter 2025 collection: Au Galop!. The show took place in a translucent, modular pavilion that echoed the collection’s transformable silhouettes. With Shanghai’s urban dynamism as a backdrop, Artistic Director Nadège Vanhée captured the spirit of the contemporary explorer: a woman navigating city life with elegance, ease, and power. The collection reinvents outerwear through a luxurious lens, blending craftsmanship and functionality with a playful modularity that reflects the rhythm of a new urban femininity.
Modular Design in Motion:
Garments transitioned from poncho to scarf, coat to skirt, via zippers, layering, and removable linings, echoing the show’s moving set, where pivoting panels revealed the Shanghai skyline.
Strategic Presence in China:
More than just a fashion moment, the show reaffirmed Hermès’ commitment to the Chinese audience, building on its recent craft exhibition in Shenzhen and its ongoing localization efforts.
Shanghai Energy:
The spectacular riverside setting on the Huangpu River incorporated moving panels and a runway glowing in Hermès orange hues. The evening concluded with a live performance and a vibrant afterparty, anchoring the show as a strong cultural moment in the city.
Overview:
At the 27th Shanghai International Film Festival, BVLGARI premiered its latest documentary “ICON(S)” (永恒符号), a cinematic exploration of the brand’s Serpenti heritage through the lens of artificial intelligence. The film follows digital artist Refik Anadol as he reinterprets the iconic Serpenti totem using machine learning, data analysis, and immersive visuals. The event served not only as a showcase for BVLGARI’s art but also as a cultural statement on heritage, imagination, and timeless transformation.
Celebrities On-Screen and On-Stage:
Global ambassador Liu Yifei and actress Anne Hathaway were central to the film and campaign visuals. Liu also joined BVLGARI and LVMH executives during the post-screening forum.
ICONS Forum:
A panel on the theme of icons brought together cultural figures to discuss the evolution of symbols through design, technology, and storytelling.
AI Meets Serpenti:
Refik Anadol’s “Infinito” sculpture reimagined the Serpenti motif by blending machine learning, heritage, and futuristic creativity.
Partnership with SIFF:
The event highlighted BVLGARI’s deep ties with the Shanghai International Film Festival.
