Amy Pugsley 
Chocolate and fashion lovers unite! Luxury brand Louis Vuitton continues to push the creative envelope finding new ways to introduce their brand to the world. Now, a seven-story tower at The Ginza Namiki building in Tokyo will be home to a new LV chocolate boutique named Le Chocolat V and a new cafe, Le Café LV.
Unlike the LV’s exclusive restaurant that opened last year with waitlists months and even years-long—this space will be more accessible in order to help the Louis Vuitton brand to connect with Japan. The cafe and chocolate shop will be more casual and offer signature monogrammed chocolate squares and other decadent treats like seasonal desserts, curated pastries, cakes, soufflés, and LV foam art lattes. In a recent interview chairman and CEO Michael Burke said, “Most importantly, it’s about creating an experience,” he added. “How do you translate Vuitton into food? You know, we successfully translated trunks into fashion. So it’s a creative exercise.”
Commenting on the groundbreaking new venture, Burke said, “A store is not just about objects and purchasing objects. The latter is a beneficial consequence of creating engagement, but it’s not the objective. The objective is engaging with your clients in every single city.” In addition to the chocolate shop, the LV tower will also feature boutiques, a salon, and a ten room LV showroom for collaborations. The Louis Vuitton chocolate shop will begin welcoming customers in March 2021.
