With the new LV The Place Bangkok, Louis Vuitton has entered its lifestyle era

The world of Louis Vuitton just got a little bit larger. With the official opening of the glitzy LV The Place Bangkok on Mar 14 — replete with immersive exhibition, cafe, and restaurant by Indian chef Gaggan Anand — the French fashion house signals a new era, one in which the cult of its revered monogram is amplified through lifestyle experiences.

Consider the Visionary Journeys exhibition sprawled across the ground floor. Dubbed a “scenographic experience”, the concept — designed by renowned architectural firm OMA — explores Louis Vuitton’s storied heritage through thematic rooms that are as much paeans to the brand’s history as they are opportunities for Instagrammable moments.

Enter through a Trunkscape, a trippy tunnel of 96 trunk modules that eventually gives way to Origins, a 360-degree staging of archival documents tricked out like the control room of a vintage spaceship. In the circular Collaboration room, animated screens transform a backdrop of 180 chrome-dipped bags into a cinematic showcase of the brand’s most memorable pieces made in partnership with artists like Stephen Sprouse, Richard Prince, Takashi Murakami and Yayoi Kusama.

The experience is enthralling and fantastical, compelling participants to lust after just one more storied object in this fascinating universe of many.

A different expression of the brand comes to life at Le Cafe Louis Vuitton where diners can nibble on delicate pastries like the pistachio Monogram Cake and a chocolate-and-caramel Star Blossom Cake. A cool glass of Mango Sticky Rice Fizz is a refreshing salve to Bangkok’s tropical heat, especially if you’ve had to wait in line for a table — odds are, you will. Word on the street is that the queue is shorter, even non-existent, if you try your luck at dinnertime.

The store itself occupies part of the second floor, where vintage furnishings and bright-hued artwork provide the backdrop for yet more retail immersion. Naturally, there are store-exclusive pieces like the Alma Nano Rainbow bag, a women’s Cruise 2024 T-shirt, and a pair of men’s LV Trainer Upcycling sneakers. Also exclusive to LV The Place Bangkok is a special Nong (Thai for younger sibling) Vivienne hot stamp created to mark its opening.

For foodies, the piece de resistance is undeniably Gaggan at Louis Vuitton, a fine dining restaurant headlined by acclaimed chef Gaggan Anand. The menu is designed to deliver “five S’s” (sweet, salty, spicy, surprise) in his signature subversive style. There are plates to lick, specific instructions for which hand to hold a sphere of spiced yoghurt, and a momo (dumpling) inspired by the brand’s signature Damier checkerboard pattern.

The challenge to soaking up this slice of the luxury life, however, is getting through the door. The restaurant is booked out for the next few months, so you may as well put yourself on the waitlist for a table as you might that elusive Carryall bag.