Le Chocolat Maxime Frédéric at Louis Vuitton Opening in Shanghai

On July 22nd, 2024, Louis Vuitton is set to open Le Chocolat Maxime Frédéric at Louis Vuitton at Shanghai Qiantan Taikoo-Li, offering an assortment of chocolates inspired by the codes of Louis Vuitton. It marks the Maison’s first chocolate shop in China.

Created and produced by Maxime Frédéric, the award-winning Chef Pâtissier of the Cheval Blanc Paris, the chocolates are handcrafted with high-quality ingredients and expert savoir-faire in the heart of Paris. Earlier in 2022, Maxime Frédéric began his adventure with Louis Vuitton with the opening of a Louis Vuitton café and first chocolate shop in Paris. The journey continued in Courchevel with the opening of Le Chocolat Maxime Frédéric in Louis Vuitton’s winter pop-up, and the opening of Le Chocolat Maxime Frédéric at Louis Vuitton in Marina Bay Sands Singapore.

A native of Normandy and the grandson of a dairy farmer, Maxime Frédéric is discerning about all raw materials, drawing upon the wisdom of “Les secrets de nos vergers” (the secrets of the orchards). On his Normandy farm, he cultivates various breeds of chickens that yield eggs of distinct colors, and grows a special type of hazelnut which is smaller in size and produces a more intense flavor. For the ingredients which are not produced on his farm, he meticulously selects the finest sources, including milk from his friends who run a dairy farm in Normandy. Chocolates are also sourced from small-scale cocoa farmers from Vietnam, Peru, Madagascar, Dominican Republic and São Tome for their specific aroma and production is overseen by master French chocolatier Nicolas Berger. Inspired by Louis Vuitton House Codes, Crafted with Savoir-Faire.

Similar to trunk making, the creation of the chocolates entail a specialized savoir-faire and hand-craftmanship. During a visit to Asnières, the historic home of Louis Vuitton, and present-day trunk-making atelier, Maxime Frédéric met with the artisans who create the emblematic Louis Vuitton trunks by hand. Reflecting on the importance of craftsmanship, he said “we started to see a lot of similarities between our work in patisseries and the work of the artisans there, whether it’s a woodworker or a locksmith for the trunks. It’s about handcrafted workmanship, and that’s completely in line with our work as artisan pastry chefs, bakers and chocolatiers.”

Drawing inspiration from Louis Vuitton’s iconic house codes, Maxime Frédéric employs creative techniques in handcrafting the exquisite chocolate treats. His centerpiece creation– Vivienne on Malle (trunk) is inspired by the Vivienne music box. When set in motion with a simple twist of a chocolate key, Vivienne pirouettes atop a trunk; showcasing the technical prowess and creativity of Frédéric who has perfected the art of constructing intricate chocolate gear mechanisms. The Petula (pet lion), another iconic mascot from Louis Vuitton also brings an enchanting surprise for clients. Designed like a piñata, each Petula chocolate figure is generously filled with coated hazelnuts, providing a delightful crunchy flavor. The meticulous placement of individual petal design on the Petula’s mane exhibits the exacting level of craftsmanship.

In Shanghai, the chocolate shop is shaped like a giant monogram flower. The curved counter inside the store is made of natural oak, and the silhouette of tropical flowers is carefully highlighted by lighting. Surrounded by Louis Vuitton signature trunks and chocolate boxes, this unique space is filled with the aroma of chocolate. Everyone can find their sweet dreams here.