When Brand Protection Meets Retail Theater at Louis Vuitton
Dec/23/2025
As Louis Vuitton seeks additional time to oppose the U.S. trademark 'LV2 FURNITURE', covering an expansive range of furniture categories, the move underscores how aggressively the world’s most valuable luxury brand protects its name while reinventing how it engages consumers. At a time when luxury demand has softened, Louis Vuitton — LVMH’s largest profit engine — has leaned into vast, immersive flagships that blur retail, culture, and entertainment, from a stationary steel "ship" in Shanghai to multi-floor experiential hubs in Seoul and ambitious projects planned for Paris, New York, and Los Angeles. Led by CEO Pietro Beccari and backed by Bernard Arnault, the strategy reflects confidence born of scale: Louis Vuitton can afford to think "huge", turning brand heritage into spectacle to justify luxury’s price premium. Whether these retail cathedrals prove visionary or indulgent, they signal a house determined to defend its trademarks and redefine luxury’s future on its own outsized terms.
