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

Called The Louis and located in Shanghai’i downtown Jing’an district, the 1,600-square-meter, three-story building was unveiled yesterday. The first and second floors are dedicated to an exhibition showcasing the French luxury brand’s history and culture, while the third floor has a Louis Vuitton Café.

The project was completed in just three months, according to the city’s commerce commission.

Shanghai continues to attract foreign brands. Directly across from The Louis is the Starbucks Reserve Roastery, the American coffee chain’s largest in Asia. Additionally, companies such as Apple, Disney, and Lego have chosen the city for their first stores or flagship projects in China. 

Shanghai 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.

Analysts attribute Shanghai’s magnetism to several factors: including its international atmosphere, high consumer receptiveness to innovative business models, especially among Gen Z and millennials who value cultural and emotional brand experiences, world-class air, rail, and road networks, and a continuously improving business environment.

Since the start of the year, Jing’an 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.

Shanghai’s rich pool of professional talent, widespread foreign language proficiency, and advanced tech ecosystem foster innovation and new consumption patterns, all of which also have drawing power for foreign brands, the analysts said.

Editor: Emmi Laine