What: The brand has opened three pop-up bookstands in Shanghai, repurposing local coffee shops to sell books, including City Guides, Fashion Eye, and Travel Books.

Why it is important: This strategy appeals to the cultural consumer trend in China where the distinction between consumption and collecting is key. Even seemingly simple items like branded books or tote bags can become desirable collectors' items, contributing to the luxury experience beyond high-ticket products.

The bookstands' colors reflect the Beijing, Shanghai, and Chengdu editions of the Louis Vuitton City Guide. Customers who buy at least two books receive an eco-friendly tote bag, a move that has driven significant offline and online traffic. The hashtag “LV Bookstore” has accumulated over 168,800 views on the Chinese social media platform, Xiaohongshu.

Louis Vuitton has strategically maintained its brand exclusivity and community engagement by converting individual shops in popular Shanghai neighbourhoods into bookstores rather than partnering with a national coffee or tea chain.

Louis Vuitton opens pop-up bookstands in Shanghai