'I was shocked by Chinese Speed' ShanghaiEye interviews Pietro Beccari, CEO of Louis Vuitton

Описание: Host:
Mr. Pietro. Welcome to our show. Thank you very much for having me today. This giant boat in the downtown of Shanghai is certainly under the spotlight. It has caught so many attention from around the world. So can you tell me what makes Louis Vuitton to set Shanghai as the home of this magnificent project?

Pietro Beccari:
First of all, Vuitton is about traveling, and the old maison was born in the concept of journeys of travel of adventure. I think these both symbolize our DNA the DNA of adventures, of people that wants to cross the ocean to discover. So we can imagine then some traveler would arrive to the Bund with a boat and probably with a Louis Vuitton trunk. And that's the visualization of that made us think that in Shanghai we should have a boat for this project. So we are very proud and very happy to see the reaction that we have. And the creation that we will have in the future because the echo of this project I think will be not only in Shanghai, but in other cities in China probably in the world.

Host:
Speaking of travelers crossing the ocean to Shanghai, I'm gonna show you something. Because yesterday, when people actually see this giant boat unveiling to the public, and they answer the question in a very interesting way, let's have a look.

Pietro Beccari:
Great. It's nice that also tourists just stop by and admire this boat and I'm sure that they would be curious to see what's inside.

Host:
Do you agree with his comment? This is a crazy thing that you can only see it in China, Shanghai.

Pietro Beccari:
I would say that I partially agree. Because if you look at what we did in New York, we built a skyscraper which is 120 meters tall with a pile of trunks. So this became on Google a tourist destination in New York. Between the 5th avenue and 57th street is a corner. And then you have a crazy, huge trunk which is 70 meters long and 45 meters high on Champs-Élysées. Hiding an incredible project that we see the light only in 2027.

Host:
Is there any challenge while you start to think about this project specifically for Shanghai?

Pietro Beccari:
I think something can happen only in China is that this project started only 6 months ago, impossible to do something like this in 6 months. If not in China, that's for sure because people make the impossible possible. I'm very proud of my Chinese team. So you're impressed by the Chinese speed, right? I'm very, very shocked and impressed because I said only here can happen.

Host:
So what is the key concept of the Louis?

Pietro Beccari:
First of all, is something that we call it a retailtainment. Today people do not just want to buy a bag. In fact, we don't sell bags, we sell stories, we sell success, we sell optimism, and we sell spirit of adventure, we sell travel. To represent that, we said we just don't do another store. We have good stores in Shanghai. We want to do something beyond that. We want to tell people why. Especially the new generation are looking for meaning, are looking for authenticity, are looking for history. We like to think we've done not selling only product but promoting culture. The transmission of this culture to the next generation. So Louis Vuitton as a cultural brand, as a cultural movement, not as a brand. That's the impression I would like to leave to the visitors and locals.


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