For anyone well acquainted with the world of luxury, Louis Vuitton’s four-petal monogram flower is a generic symbol now — widely recognised and vastly replicated. It is also the most intangible part of its brand equity that has sold leather goods, timepieces and accessories at a price inflated by fifty times over.
However, the luxury world a little while ago realised the perfect business sense in taking its coveted monograms, signature emblems, motifs and logos to the world of cakes, tarts, parfaits and ice cream sandwiches. A mocha latte with the LV motif is based on the universal philosophy of luxury — a premium price in lieu of an experience. Only this one, the guests can photograph, sip and soak in at a fraction of the cost of a bag.
Ralph’s coffee, a coffee chain by Polo Ralph Lauren has expanded its presence to 28 locations across 12 enviable retail markets like London, New York, Paris etc. While Ralph Lauren was one of the first labels to jump into hospitality, others like Dior and Versace followed suit soon after, if not right after.
Today almost all global fashion houses Armani, Prada, Fendi, Saint Laurent generously dot the hospitality landscape with their signature flair and spin on restaurants and cafes. At LV The Place in Bangkok, there’s an effort to take food seriously and go beyond the Instagrammable interiors. The culinary space by celebrity chef Gaggan Anand is what LV calls “a vibrant cafe and a sophisticated restaurant.” The store extends to an exhibition, a cafe and a restaurant. Think monogram flower lamps, LV tablescapes, and serveware.
A concept that works for both
So who profits from it; the label or the guest? In the conventional set-up of those buying into luxury and those selling it, the answer has been quite skewed in favour of those selling it. But when it comes to luxury hospitality, it’s not quite clear who’s the winner here? As both brands and guests profit from the relationship.
Most labels create a well-blended experience comprising restaurant, exhibition, cafe and store, where every concept lends to each other. “It’s practically free advertising, logo reinforcement and a foot inside the largely recession-free industry,” says a Twitter post by a marketing influencer, who says many of these cafes are photograph points for the large and ever growing lifestyle, culinary and luxury influencers.
Last year, Coach opened its first restaurant in Jakarta. The Coach Restaurant intends to give its customers the “refined steakhouse dining,” something that is niche-marketed as “A New York State of Taste” by the label. Located in Jakarta, the minimum spend for a private dining room is 5,000,000++ in the local currency. Todd Kahn, CEO shared the multiple reasons for stepping into the culinary world of Indonesian capital. “It’s intended to create an immersive experience.”
At the soft launch of every other cafe, luxury consultants have over and over again spoken about the need to stay relevant and convert guests into consumers. Couldn’t buy the bag? No worries, here, have a mocha. Don’t want to spend for the shoes yet, fine, soak in the experience with a macaroon. Making an impact on Gen Z, the next big generation with disposable incomes isn’t going to happen with just bags and sunglasses. If a fashion house can’t branch out, divert into offering experiential luxury, it is not likely to stay as relevant.
For those not permanently into retail spaces, curated pop-ups are a staple initiative. In 2020, Italian fashion house Fendi opened its doors to the Fendi Cafe pop-up at Selfridges right before the Christmas holidays.
At the upscale 5th Avenue in Manhattan, ‘Breakfast at Tiffany’s’ has been a reality ever since the luxury jewellery brand’s Blue Box Cafe opened post a renovation in 2023. Placed on the 6th floor, the cafe is visually arresting, whimsical and playful. The very things that attract social media enthusiasts in hordes. The classic ‘Breakfast at Tiffany’s costs $68 while tea at Tiffany's is priced at $98.
Overpriced yet mutually beneficial to all those involved in the equation; those selling the illusion, those buying into it. Even for those who need a little fix after the shopping spree, these cafes allow the guests to experience luxury in a way that’s sensorial and tangible.
Though content creation remains one of the most powerful drivers of these spaces; as the influencers generate buzz, keep the brand’s logo in circulation and eventually do what every label strives for; pitch it as not just an accessories brand but a way of life.
For those not happy to shell out $5000 for a leather good, a $20 latte will get them just as close to the experience of luxury with pictorial evidence to go for it.
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