Louis Vuitton is taking its travel legacy literally with a 30-metre tall cruise ship parked right in the middle of Shanghai’s Taikoo Hui.

The monogrammed behemoth dubbed The Louis isn’t setting sail anytime soon, it’s a concept store, but it’s already anchored the French luxury house in the city’s cultural conversation.

The Louis spans 1,600 square metres and three levels of immersive retail and hospitality.

Think: perfume rooms filled with maritime scents, trunk-lined corridors projecting Guilin landscapes, live artisan demos, and a café serving Shanghai comfort food with a luxe twist.

The exhibition spans two floors including a“Trunkscape” designed by OMA/Shohei Shigematsu.

On the third deck, Le Café Louis Vuitton offers a journey through taste, where French finesse meets the layered elegance of Haipai cuisine.

Food created by Michelin-Star chef Leonardo Zambrino and Pastry Chef Zoe Zhou.

In January the brand unveiled 16-story, 240-foot tall façade in the form of six stacked hard-sided trunks in NYC.

It’s the latest in LV’s push towards turning retail into spectacle The Louis is riding that wave, but with a hull full of Vuitton history.