Within 150 days of its launch, the Nanjing West Road commercial district has achieved a total consumption exceeding 13 billion yuan, with the "Louis Vuitton Voyage" becoming a standout commercial benchmark IP.
At 7:30 a.m., steam rises from the kitchen of Wangjiasa's flagship store on Nanjing West Road in Jing'an District. Store manager Zhao Dongbo arrives an hour early every day. "Since the 'LV Giant Ship' arrived in the Nanjing West Road commercial district, customers have been lining up outside our store as early as 7 a.m.," he says.
The "LV Giant Ship" Zhao refers to is just a five-minute walk from Wangjiasa—the Louis Vuitton Voyage, a new conceptual landmark at Shanghai's Taikoo Hui. Since its debut on June 25, it has quickly become a must-visit destination.
Recent data released by the Jing'an District Commerce Commission reveals that in the 150 days since the Louis Vuitton Voyage opened, the Nanjing West Road commercial district has seen an average daily foot traffic exceeding 500,000 visitors, with total consumption surpassing 13 billion yuan—a 13.3% year-on-year increase. The area surrounding the Louis Vuitton Voyage alone contributed over 2 billion yuan in consumption, up 59.3% year-on-year.
These figures highlight the Louis Vuitton Voyage as a phenomenal commercial benchmark IP, redefining future consumption trends and adding a remarkable chapter to Shanghai's development as an international consumption hub.
**Expanding Influence Through Synergy** "The Louis Vuitton Voyage is not a traditional retail store but an immersive space integrating exhibitions, retail, and dining," explains a Jing'an District Commerce Commission representative. Deep experiential engagement has been key to its success. On average, visitors spend 2.5 hours here—far longer than the 45 minutes typical in conventional stores—significantly boosting purchase intent and conversion rates.
The Louis Vuitton Voyage has also created a strong "vortex effect" for the Nanjing West Road commercial district, driving double-digit sales growth in surrounding malls. Taikoo Hui, for instance, now attracts 80,000 to 100,000 visitors daily.
To maximize this influx, Jing'an District has implemented precise traffic management strategies, such as linking the Louis Vuitton Voyage with the "Jing'an GO" consumer wristband initiative. This approach funnels visitors from a single hotspot to interconnected malls and cultural venues, creating a "one-point ignition, district-wide synergy" consumption model.
Wangjiasa's flagship store exemplifies this impact. Since the Louis Vuitton Voyage opened, foot traffic has surged by 30% to 50%, with weekday revenue up over 20% and weekend sales exceeding 30%. Zhao Dongbo notes that queues have become a common sight: "Previously, evenings were quieter with no wait times. Now, lines stretch from the counter to the back door during peak hours, with waits up to 30 minutes." To accommodate demand, Wangjiasa extended operating hours from 7:30 p.m. to 9:00 p.m. and increased staffing on both floors.
The store has also introduced new dishes, such as stir-fried noodle toppings featuring oyster sauce beef, crab roe, and eel. Responding to customer requests for winter dishes, it recently added sliced lamb, priced at 44 yuan per serving, which has seen steady sales growth.
**Elevating the Commercial District’s Tier** "The Louis Vuitton Voyage has catalyzed an upgrade in the commercial district’s overall tier," the representative adds. It has accelerated the shift from traditional shopping centers to experiential and social hubs. Other venues in the district are now introducing flagship stores combining retail, exhibitions, and bespoke services, while fostering cross-sector innovations like the "Boxin Universe Exploration Center," collectively shaping Nanjing West Road’s unique consumption ecosystem.
As a fusion of "first exhibitions, first stores, and first shows," the Louis Vuitton Voyage has further elevated Jing'an’s "first-release economy," reinforcing its status as the preferred entry point for global brands entering China. The project blends international brand culture, Shanghai’s urban heritage, and contemporary consumption trends, embodying Jing'an’s open, inclusive, and innovative spirit.
Data shows that visitors from over 70 countries and regions have shopped here and utilized tax refund services. The representative attributes this to the project’s appeal as a "global icon" and its maritime theme resonating with Shanghai’s port city identity, enhancing cultural affinity among international tourists.
Zhao Dongbo has also noticed shifts in Wangjiasa’s customer base. While the store once catered mainly to older locals, it now attracts more young patrons, out-of-town visitors, and even foreign guests. "Many come for photos and stop by for a meal," he says. To serve international customers, Wangjiasa introduced an English menu with pictures within a month of the Louis Vuitton Voyage’s opening.
To further support global shoppers, Jing'an District has optimized its tax refund services under the "Jing'an EASY Refund" brand, installing self-service kiosks at Taikoo Hui and Plaza 66. These support Alipay QR code scans, cutting refund processing time to 3–5 minutes.
The success of the Louis Vuitton Voyage is not just a standalone achievement but a testament to Jing'an’s innovative models, policy support, and ecosystem development in enhancing commercial vitality and urban appeal. The district hopes it will serve as a "lighthouse," attracting more brands focused on long-term value and cross-sector "consumption+" models to build a sustainable future for retail.