Among the announcements made this summer and in the autumn, I wanted to imagine a crossover, a hybridisation between two of them to give birth to ….

July 2023: Harrods announces that it will open a private club in Shanghai by the end of the year. 250 members will be accepted at launch and applicants will be invited to share their personal interests. There are three levels of membership, ranging from €19,000 to €32,000 annually, with each level giving access to exclusive experiences and benefits. The new club will have private dining rooms as well as a bar, lounge and outdoor terrace, but no ’boutiqued’ retail spaces as such.

September 2023: Louis Vuitton announces that a major new chapter is about to begin for the Maison on the Champs-Élysées. It seems that the Hotel Louis Vuitton will be built there.

So you’re beginning to imagine what would be interesting to combine…

Yes, imagining a private Louis Vuitton club in the future hotel (palace) makes perfect sense! It would incorporate many of the selectivity and desirability criteria of a luxury brand, while providing an innovative and desirable experience that can be shared on social networks.

Given the expansion of Louis Vuitton’s business territories in recent times, this proposal does not seem totally inappropriate… and would seem to have its place on the second floor of the future 103 Champs Élysées…

And what if Louis Vuitton’s new it-product could actually be a membership? 🤔