Louis Vuitton’s ‘LV The Place Bangkok’ is a first for Southeast Asia

A boutique, a café, a restaurant by Gaggan Anand, and an immersive exhibition space: Louis Vuitton’s ‘LV The Place Bangkok’ truly is a first for Southeast Asia.

Billed as a 360-degree retail concept,  Louis Vuitton’s ‘LV The Place Bangkok’ finally opened on February 28 at the newly renovated Gaysorn Amarin. After weeks of rumours and speculation, we can finally reveal what’s in store at this exciting new space.

News first leaked of culinary revolutionary Gaggan Anand’s involvement through a restaurant at the spanking new luxe Gaysorn Amarin (an extension of Gaysorn Village), called ‘Gaggan at Louis Vuitton’, with early reservations apparently streaming in. But it soon became evident that there’s going to much more to the highly anticipated ‘LV The Place Bangkok’. Indeed, from the inspiring architectural elements to dynamic scenography and original menu items at a café and restaurant, respectively, visitors can expect to discover the breadth of imagination and creation within the Louis Vuitton universe.

Occupying two floors of the downtown retail complex, ‘LV The Place Bangkok’ has created a dream-like environment from its corner location where the façade is enhanced with giant diamond shapes reminiscent of Louis Vuitton’s iconic monogram that glow at night. From the inside, the exciting space plays out as a multi-faceted integration of retail, dining, and culture.

Visionary Journeys

On the ground level is ‘Visionary Journeys’, an exhibition that explores the Maison’s heritage like never before. The scenographic experience developed by globally renowned architectural firm OMA and Partner Shohei Shigematsu, marks the first instalment of OMA and Louis Vuitton’s collaborative partnership, imagining an architectural identity for the exhibition concept. Thematic rooms are constructed into distinct environments recontextualizing historic and contemporary pieces and immersing visitors in the foundational pillars of savoir-faire, innovation, travel, and creation.

Starting with a ‘Trunkscape’, where 96 trunk modules have been assembled as a tunnel, the exhibition transports visitors directly into a story of craft and ingenuity. This is followed by ‘Origins’, which highlights the specific and notable contributions that the Vuitton family made to the Maison as a 360-degree staging of archival documents and items detailing early inspirations and designs. Trunks from the late 19^th century illustrate how Louis Vuitton began as a trunk-maker, while examples of the monogram canvas through the decades reflect the continuity and innovation of a living brand.

Dedicated to ‘Iconic Bags’, the next room celebrates 25 years of fashion history at Louis Vuitton through the lens of five iconic bag models (Alma, Keepall, Speedy, Noé and the Petite Malle) and how they have been reinterpreted by the Maison’s artistic directors – the likes of Marc Jacobs, Kim Jones, Nicolas Ghesquière, Virgil Abloh and Pharrell Williams – advancing both craftsmanship and style. To emphasise the unique shape, form, and importance of these icons, 21 bags and two ready-to-wear looks are captured in 19 clear acrylic bubbles that convey the collective contribution of these visionary designers.

The penultimate space, ‘Collaboration’, dives into the artistic relationships that have yielded some of the most popular and memorable bags in fashion history. Reimagined by Stephen Sprouse, Richard Prince, Takashi Murakami, or Yayoi Kusama, seven original creations speak to the boundless potential of collaboration, while a semi-circle of animated screens transforms a backdrop of 184 chrome-dipped bags into a cinematic showcase of each artist’s distinct pattern. Finally, a surprise awaits visitors as they part in the form of a ‘Giveaway Room’, where souvenirs can be won and collected.

Le Café Louis Vuitton

Also located on the ground floor, Le Café Louis Vuitton exudes a lush ambiance blending botanical design elements with chic details of the Maison, from a monogram parquet floor to furniture referencing the iconic ‘Objets Nomades’. Here, the patisserie selection tempts with cakes, tarts, parfaits, and ice cream sandwiches in an array of flavours, each decorated with a signature Louis Vuitton flourish. These tantalising treats include the Star Blossom Cake, a chocolate and caramel cake; the Monogram Cake, a pistachio with orange blossom cake; and a locally inspired iced refreshment called Mango Sticky Rice Fizz, made with mango and sticky rice-infused syrup with a splash of tonic water. Mirroring the climate of the Southeast Asian city, the interior boasts the use of natural materials like wood, raffia and plants. The pièce de resistance is a large, curved counter where the dessert selection is displayed, and clients can explore the confections at their leisure.

The Boutique

Elegant yet infused with vibrant touches, the store at ‘LV The Place Bangkok’ extends across the upper level in an immersive and contemporary shopping experience. Amidst vintage furniture arrangements and colourful artworks, the layout proposes the men’s and women’s product universes in greater fluidity, curated to capture and captivate the most discerning of clients seeking exceptional design above all else. Those seeking exclusivity can look forward to the launch of the Alma Nano Rainbow available in five colours, a women’s Cruise 2024 T-shirt available in four colours, and a men’s LV Trainer Upcycling sneaker in a unique colourway. These products are worldwide exclusives and only available at this boutique. Personalisation is available through hot stamping with a special “Nong (meaning younger sibling in Thai) Vivienne” design created especially for the opening.

Gaggan at Louis Vuitton

Also on the upper level, celebrated chef Gaggan Anand has curated a “food journey” offered across both lunch and dinner for the Maison’s first restaurant in South Asia, ‘Gaggan at Louis Vuitton’. This culinary adventure is signalled by a pyramid of trunks which lead into a room of undulating walls punctuated with resin structures by Draga & Aurel, LV monogram flower lamps, and fringed curtains. The fine dining restaurant accommodates 10 Italian marble tables where diners will experience a seasonal menu exclusive to Louis Vuitton and based on the 5 “S” – Sweet, Sour, Salty, Spicy and Surprise. From Thai-inspired dressed lobster to a mushroom recipe in a Damier pattern, each composition is presented on a distinctive dish. Moreover, for clients seeking the ultimate culinary experience, a private dining room provides a view to the kitchen at the press of a button.

With works from local and international artists on display throughout the space, the overall concept embraces the vibrancy of Bangkok with cross-cultural flare, just as ‘LV The Place Bangkok’ extends the ambitious global lifestyle vision of Louis Vuitton. Bringing a wider cultural experience into a single store, this 360-degree concept for Gaysorn Amarin no doubt establishes a new blueprint for Louis Vuitton spaces to come.

Book a ticket for ‘Visionary Journeys’ at LV The Place Bangkok.

This article originally appeared on Prestige Online Thailand.