An extraordinary outdoor installation — a giant cruise ship with "The Louis" emblazoned on its bow — "sailed" into Shanghai's West Nanjing Road shopping area on June 25.

More than just a visual spectacle, this innovative landmark was designed by Louis Vuitton, part of the world's largest luxury goods group LVMH.

Spanning an impressive 1,600 square meters, the three-story cruise ship integrates exhibition space, cultural creations and dining into a multifunctional venue.

Starting on June 28, the public can book tours to experience the space firsthand.

Shanghai has long been a magnet for global brands. From January to May, 364 flagship stores opened in the city, including 10 global or Asian firsts.

Beyond retail, Shanghai continues to host world-class exhibitions and shows. This year, the renowned Italian luxury brand Loro Piana celebrated its centennial by presenting its first-ever brand exhibition in Shanghai, marking its 100th anniversary in style.

The question often arises: what makes Shanghai such an attractive destination for international brands?

Three distinct advantages set the city apart:

First, Shanghai's open policies and deep-rooted consumer culture provide fertile ground for business.

The "magnetic field" created by the nearly 1,000 regional headquarters of multinational companies plays a key role in attracting new brands.

More than 70 international consumer brand headquarters are based there — with giants like L'Oreal, Shiseido, Kering and Richemont establishing their Chinese operations in Shanghai.

Alongside them, 197 of China's time-honored brands coexist with thousands of international names, creating an unparalleled ecosystem.

More crucially, Shanghai's policy-driven openness has translated into a new competitive edge.

This year, the city launched the "First in Shanghai 3.0" plan, introducing a "whitelist plus differentiated qualification assessment" system that streamlines brand entries.

Since its pilot launch, 14 multinational companies with 20 consumer product brands have joined the whitelist, paving the way for the debut of over 20,000 global and regional first-launch products

Last but not least, Shanghai stands as China's fashion capital — a rare global hub that blends the best of Western culture, Eastern aesthetics and futuristic innovation.

As the city undergoes sustainable urban renewal, it continues to attract international luxury brands seeking sophisticated consumers who embrace new trends, have a sharp awareness of cultural values and possess formidable purchasing power.

Sources: Official WeChat account of the General Office of the Shanghai Municipal People's Government at "shanghaifabu", official WeChat account of Shanghai Jing'an Media Center at "jaxwzx", Jiefang Daily