Luxury Brands Open Doors in Shanghai

A Glimpse Into Craftsmanship at Zhangyuan

From Friday to Sunday, LVMH’s first Chinese open‑doors event takes place at Shanghai’s historic Zhangyuan complex. Two renovated villas host fifteen luxury houses spanning fashion, leather goods, cosmetics and accessories. Visitors can explore craftsmanship, meet designers, and experience exclusive product showcases within the heritage setting.

The weekend gathering showcases fifteen luxury houses representing four divisions, including iconic names such as Louis Vuitton, Dior, Celine and Berluti. Set in two restored historic villas that now serve as a vibrant shopping hub. The event invites the public to explore ateliers and watch artisans at work. LVMH aims to deepen its connection with Chinese consumers, highlight regional craftsmanship and reinforce its position as a leader in high‑end fashion and lifestyle.

Visitors step inside the centuries‑old walls and witness meticulous leather stitching and perfume blending. Each maison offers a distinct experience, from runway previews to hands‑on workshops.

What Makes This Event Significant for the Luxury Market?

Such open‑doors weekends create direct dialogue between brands and affluent Chinese shoppers, fostering trust and loyalty. They also showcase the groups’ commitment to local production and sustainability, key themes in today’s luxury narrative. It also highlights the groups’ focus on sustainable luxury practices.

The event is expected to boost sales of featured collections while reinforcing LVMH’s brand equity in a market that values exclusivity and authenticity. As China’s luxury consumption evolves, such immersive experiences may become a staple for heritage houses seeking deeper engagement. Analysts predict the model could be replicated in other Asian cities.

Frequently Asked Questions

When does the event run? The weekend runs from Friday to Sunday, giving visitors three days to explore the villas and meet the designers. Entry is free for the public; guests simply register online and present a QR code at the entrance.

Which brands are featured? Fifteen houses across fashion, leather goods, cosmetics and accessories, including Louis Vuitton, Dior, Celine and Berluti, participate in the showcase. The event highlights the diversity of LVMH’s portfolio and its appeal to Chinese consumers.

How can attendees access the event? This easy access encourages broad participation while maintaining an exclusive atmosphere.