After opening its first restaurant in 2020, Louis Vuitton is continuing an expansion into hospitality by launching its own chocolate shop. Le Chocolat V is located alongside the house's new café, Le Café LV, on the top floor of Louis Vuitton's seven-story Ginza Namiki building in Tokyo.

“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,” Louis Vuitton's chairman and chief executive officer, Michael Burke, told WWD of the new space in Ginza. “They’re demanding a Vuitton point of view on their city.”

Le Café LV and Le Chocolat V will help Louis Vuitton further connect with Japan, an area that revolves around uniqueness and bespoke, Burke pointed out. The Tokyo café will function as more of a casual eatery in comparison to the house's exclusive restaurant in Osaka, which remains booked months and even years in advance.

At Le Chocolat V, Louis Vuitton chocolates will be offered in squares and other shapes incorporating the iconic LV monogram, sold in boxes of four, nine, 16, and 125 pieces. Burke hinted that the packaging is the focal point of the overall presentation.

“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.”

The new Louis Vuitton tower in Ginza also features a boutique filled with exclusive products, as well as VIP and VIC salons. The seven-story building is scheduled to open to the public on March 17.

You can find out more about the space by visiting WWD.

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