Sometimes, we make the mistake of looking at a brand’s store and see it solely as a place for retail. An experience there becomes purely transactional. But, in Louis Vuitton, retail spaces transcend what they might appear to be on the surface. Louis Vuitton outlets are extensions of the brand — and that includes not just the luxury goods they sell, but also the brand’s unique identity, its history, its place in our popular culture, and in our collective consciousness.
Louis Vuitton is especially pivotal in the Thai luxury retail market, supported by Thailand’s expanding luxury sector, which saw a market size of approximately $2.7 billion in 2023. As the leading luxury brand, Louis Vuitton benefits from Thailand’s growing number of high-net-worth individuals, expected to rise by 7% annually. Thailand’s luxury goods market growth rate, projected at 5% annually through 2025, underscores Louis Vuitton’s strategic importance, and its role in driving the sector’s expansion and prestige in the region.
Against this backdrop, the brand’s flagship store, which lights up the facade of Gaysorn Amarin mall in Bangkok’s prestigious Ratchaprasong district, has recently undergone a comprehensive overhaul, to better encapsulate the brand’s significance to Thailand’s luxury market, as well as that of the region, and to deepen the connection between the brand and its vast number of fans and clients.
The result: LV The Place Bangkok, a new destination concept that includes an immersive exhibition, café, store, and a restaurant from celebrated chef, Gaggan Anand.
Visionary Journeys
The ground level serves as an exhibition space, which is currently housing Visionary Journeys, a showcase that delves into the Maison’s heritage in unprecedented ways. This scenographic experience
is developed by Shohei Shigematsu, Partner at the globally renowned architectural firm OMA, and marks the first instalment of a new concept for Louis Vuitton’s Visionary Journeys exhibition design and identity. In this experience, thematic rooms create distinct environments that recontextualise historic and contemporary pieces, immersing visitors in the foundational pillars of savoir-faire, innovation, travel, and creation.
The journey begins with Trunkscape, featuring 96 trunk modules assembled into a tunnel, transporting visitors into a story of craft and ingenuity. Following this is Origins, highlighting the notable contributions of the Vuitton family to the Maison through a 360°staging of archival documents and items detailing early inspirations and designs.
The next room, dedicated to Iconic Bags, celebrates 25 years of fashion history at Louis Vuitton through five iconic bag models (the Alma, Keepall, Speedy, Noé, and the Petite Malle) and their reinterpretations by the Maison’s artistic directors — Marc Jacobs, Kim Jones, Nicolas Ghesquière, Virgil Abloh, and Pharrell Williams.
The penultimate space, Collaboration, explores the artistic partnerships that have produced some of the most popular and memorable bags in fashion history. Reimagined by artists like Stephen Sprouse, Richard Prince, Takashi Murakami, and Yayoi Kusama, seven original creations showcase the boundless potential of collaboration through a semi-circle of animated screens.
This then leads to the Giveaway Room, where guests can win souvenirs from oversized vending machine containing brand ephemera that contains exhibition-specific objects such as posters, tote bags, stickers, pencils, and postcards
Nestled next to the exhibition space is Le Café Louis Vuitton. It’s a highly stylish space, with lush, verdant botanical motifs, paired with a luxurious Monogram parquet floor and Objets Nomades decor. The menu here are sweet treats from Southeast Asia, a great way to wind down after taking in the Louis Vuitton experience.
Upper Crust
The second floor might just be the new place to see and be seen in Bangkok. It is divided into two spaces: the retail store and a restaurant.
The Louis Vuitton Gaysorn Amarin store welcomes clients to an exceptional shopping experience, where Men’s and Women’s universes are displayed in contemporary fluidity, positioning design and individual taste at the forefront of the client experience. It further highlights the fact that Louis Vuitton has its finger on the pulse of social sensibilities, and leads the conversation in fashion.
The retail store also holds worldwide exclusives, including the Alma Nano Rainbow available in five unique colours, a women’s Cruise 2024 T-shirt available in four colours, and a men’s LV Trainer Upcycling sneaker in a unique colourway.
The thing that really sets LV The Place apart is its restaurant — Gaggan at Louis Vuitton. It marks the brand’s first restaurant in South Asia and offers a meticulously crafted ‘food journey’ available for both lunch and dinner.
The fine-dining restaurant hosts 10 Italian marble tables, where diners are treated to an exclusive, seasonal menu. This menu is crafted around the five ‘S’ principles: Sweet, Sour, Salty, Spicy, and Surprise. Each dish, from Thai-inspired dressed lobster to creatively presented mushroom recipes in a Damier pattern, is served on distinctive, specially designed plates.
Its ambience is elevated by the decor — a striking pyramid of trunks at the entrance, an interior boasting undulating walls adorned with resin structures created by Draga & Aurel, along with Monogram flower lamps and fringed curtains.
LV The Place stands as a testament to the brand’s commitment to blending luxury with innovative design. From the opulent interiors to the meticulously curated ‘food journey’ by chef Gaggan Anand,
every element of the space reflects an unparalleled attention to detail and a deep appreciation for artistic expression.
In essence, LV The Place is not just a shopping destination; it is a celebration of art, design, and culinary excellence. It exemplifies how modern luxury brands are redefining the shopping experience, creating spaces that are as much about experiencing beauty and craftsmanship as they are about acquiring products. As luxury retail continues to evolve, such innovative and immersive spaces will undoubtedly set the standard for the future of high-end shopping.
