After Shanghai and Beijing, Louis Vuitton has landed in Chengdu with pop-up experiences that span retail, fragrance and hospitality.
To celebrate a new edition of the Louis Vuitton Chengdu City Guide, the brand has launched a retail pop-up, three China-inspired fragrances, and a seasonal menu at its one-Michelin-star restaurant, The Hall.
Dubbed “Chengdu Chill,” the pop-up will take over Regular Park, an urban park and retail complex located within the city’s Tianfu District, a new city center.
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From Friday through Oct. 22, the pop-up will take the form of a book stand, where the new city guide and a selection of Louis Vuitton publications will be available.
Furthermore, a series of activities, including tea tasting, reading, calligraphy workshops, master chef classes and more, will be hosted at the venue.
While the overall pop-up space is open to the public, special sessions require reservations through the brand’s WeChat Mini Program.
The Thursday opening night, which brought to life Chengdu’s charming street life, featured traditional bamboo weaving and whimsical sugar painting with a local dialect flair. The program also included a book signing with Zhai Yongming, the guest of the latest Chengdu City Guide, and performances by Liboqing, a Sandaa Pingshu storytelling master, and Ma Siwei, who performed a single commissioned by Louis Vuitton in 2022.
A new fragrance line, called “Journey to China,” continues the olfactory journey in Chengdu and will be launched at the brand’s Louis Vuitton Maison store at Taikoo Li Chengdu — the only dedicated pop-up for the product line.
Inspired by tea, ink and the moon, the perfume collection is an extension of the brand’s “contemporary narrative of ‘Beauty of China,’” Louis Vuitton said in a statement. The trio of fragrances, which is priced at 2,600 renminbi, or around $364, is a China-exclusive product line that will hit shelves nationwide on Friday.
A Chengdu experience would be incomplete without the culinary aspect; that’s why Louis Vuitton’s The Hall is also using the opportunity to unveil a new menu infused with Chengdu flavors.
The Chengdu City Guide, which was initially launched two years ago and guest-edited by the renowned Chinese architect Liu Jiakun, will make its free digital edition available until Nov. 13.
Louis Vuitton’s travel-themed pop-ups began with “Nóng Hó, Shanghai,” or “Hello, Shanghai” at Suzhou Creek’s Fotografiska in 2023. Last year, the second edition of the event, titled “Beijing Fun,” included four pop-ups located across downtown Beijing.