(Yicai) June 27 -- French luxury brand Louis Vuitton’s boat-shaped concept store, The Louis, will open to the public in Shanghai tomorrow, highlighting the eastern city's growing appeal for international fashion brands.

The three-story building, covering a total area of 1,600 square meters, was unveiled yesterday in downtown Shanghai’s Jing’an district and will open for free public visits starting tomorrow, Yicai learned.

The first and second floors are dedicated to an exhibition showcasing the brand’s history and culture, while the third floor houses the Louis Vuitton Café.

According to the local commerce commission, the project was completed in just three months.

Shanghai continues to attract foreign brands. Directly across from The Louis is the Starbucks Reserve Roastery, the American coffee chain’s largest roastery in Asia. Additionally, companies such as Apple, Disney, and Lego have chosen Shanghai for their first stores or flagship projects in China. The city is also preparing to welcome two major theme parks: the Legoland Shanghai Resort, opening next month, and the Harry Potter Studio Tour, set to open in 2027.

Brands are drawn by Shanghai’s robust infrastructure and favorable business environment. The city offers a global air, rail, and road network that supports strong passenger flows. Since the start of the year, Jing’an District alone has hosted over 100 themed events, attracting more than 20 million visitors and contributing CNY14.3 billion (USD2 billion) to the local economy. Nanjing West Road, one of Shanghai’s most upscale commercial streets, is home to more than 2,000 brands—over 70 percent of which are international.

Industry analysts attribute Shanghai’s appeal to several factors, including its international atmosphere and consumers’ high receptiveness to innovative business models. In particular, Gen Z and millennial shoppers are increasingly drawn to the cultural and emotional value that brands offer.

Analysts also noted that the city benefits from a high concentration of multilingual, tech-savvy professionals, who contribute to innovation and evolving consumption patterns in the local economy.

Editor: Emmi Laine