Louis Vuitton is making a comeback to Hong Kong’s Times Square after a three-year absence, signing a five-year lease for a larger store set to open by the end of 2024. The move follows negotiations for a rent reduction amid pandemic challenges. The brand’s return marks a shift in Hong Kong’s retail landscape, once dominated by luxury brands on Russell Street, now struggling to attract tenants amid rent issues. The brand’s absence saw the space repurposed for Lane Crawford and Fendi pop-ups. With seven stores already in Hong Kong, Louis Vuitton’s return aligns with the city’s efforts to revitalize itself as a global hub, fueled by recent cultural events like ComplexCon and Art Basel, aimed at boosting visitor numbers projected to reach 50 million in 2024, as estimated by Hong Kong government officials.