Luxury fashion brand Louis Vuitton has unveiled three chic bookstands in downtown Shanghai, for people to wind down and enjoy a cup of coffee with some good books. Painted in red, yellow, and peppermint, the monochrome spaces match the book cover colors of Louis Vuitton’s City Guide Series for Beijing, Chengdu, and Shanghai.
This initiative has also created a buzz on social media, with #LVBookstore garnering over 168,800 views on Xiaohongshu. People have been waiting in long queues to check out these coffee shops. They can enjoy coffee and receive an eco-friendly tote bag, that is, if they purchase two books.
Louis Vuitton is known for its balancing deals – maintaining exclusivity and engaging broader local communities. The brand, instead of partnering with a coffee or tea chain and making the special offers available nationwide, transformed three different shops in popular neighborhoods in China’s busiest city into bookstores.
As such, the French luxury fashion house ensures integrity and allows the pop-ups to resonate with the right audience.
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