Architecture as Brand Essence: Analyzing Louis Vuitton's Flagship Store Designs in Luxury Retail Marketing

Abstract

This paper examines the strategic use of architectural design by Louis Vuitton in its flagship stores, highlighting its role in enhancing marketing e>ectiveness within the luxury retail sector. Incorporating a historical review of the brand's evolution, the study provides a comprehensive examination of a range of architectural strategies—such as location, materials, visual engagement, and cultural integration—employed across flagship stores in various global contexts including Asia, America, and Europe. The findings shows that these architectural elements are not only aesthetic enhancements but are integral to Louis Vuitton's marketing and brand storytelling. Key strategies such as the strategic placement of stores, use of materials, and alignment with local cultures are discussed, underscoring their e>ectiveness in enhancing the brand’s image and consumer engagement. The paper discusses these elements in depth, o>ering insights into the relationship between architecture and luxury brand marketing, and contributing to scholarly discussions on how physical spaces can amplify a luxury brand’s market position.