LV sells coffee!

Behind LV's entry into the catering, it seems that the crossover is actually redefining it.
For example, LV has been pursuing not only labels, but attracting more new consumer groups with new brands and new experiences.

Luxury crossovers are not uncommon.

After Bulgari opened a hotel, Gucci opened a restaurant, and Prada opened a dessert shop, LV also began selling coffee and chocolate.

In February of this year, Louis Vuitton opened the largest flagship store in Japan in Osaka.

The location of this building is actually the old site that Louis Vuitton has used for 40 years.
This is LV's first retail store in the world that integrates design, exhibition, experience and catering, and it also marks the expansion of this luxury brand into a broader field of consumption.

Among them, the new building covered the cafe LeCafé V, restaurant Sugalabo V and the chocolate shop (LE CHOCOLATE V), which is also LV's first dining space in the world.

It is understood that the unit price of LV coffee shop ranges from 1,500 yen to 3,000 yen, which is about RMB 90-184.

The coffee garland and LV classic print design.

Compared with bags, clothes and shoes with a unit price of tens of thousands, the "threshold" for three-digit coffee is not high.

Many netizens expressed acceptance, "This may be the closest I am to a luxury product", and "There is only a cup of coffee between LV and LV.
"

Today's LV satisfies the love of beauty, and also satisfies the appetite.

100 cups, LV enters the luxury dining

100 cups, LV enters the luxury dining

This is not the first time LV has opened a coffee shop.

As early as last February, LV opened the world's first restaurant Sugalabo V and cafe Le Café V in Osaka, located on the fourth floor of its flagship store Maison Osaka Midosuji, with an open-air platform and an indoor bar.

Sugalabo V also designed a concealed door to open the way to the restaurant only when dining.

The newly opened flagship store was designed by LV Queen Architect Atsushi Aoki, and the interior space was created by Peter Marino, a fashion genius in the design world.

The overall design refers to the traditional Ryogaki returning ship and full flying sails, and the white curtains on the exterior of the building are complemented by lighting design to create a sense of floating.

Inside, the exhibition space is spliced ​​and laid out with wooden floors, presenting the impression of cruise ship plywood.

Peter Marino continued the nautical concept, taking "LVMH President Arnold's Private Yacht" as the overall space design theme and incorporating Japanese traditional culture into it.

The most eye-catching is Le Café V coffee shop and Sugalabo V restaurant on the top floor.

The coffee shop has a terrace and a unique cocoon bar.
The arc-shaped space is decorated with warm-colored furniture and artworks.

The decoration style of the cafe is minimalist and warm, continuing the tradition of the LV flagship store and integrating many artistic settings.

Oval bar counter design, warm color light.
Fluorescent hanging objects are added to the top as decoration, which is simple and luxurious.

The outdoor terrace echoes the outdoor scenery with cool blue and green colors, and the blue terrazzo floor representing the color of the sea and the colorful roof decoration surface, visually shortening the distance from the sky, allowing people to stand on the sailing deck and float The sense of.

According to the menu posted by Twitter users, the coffee in this shop is basically a common coffee option.
The coffee garland is a classic Louis Vuitton print design, and the store will also provide some local tea features.

LV's latte is inspired by candy oranges, creatively blending cocktails and coffee, and then collocation with LV element garland patterns.
The specific taste is not yet known, but when I see the logo, I feel that I have made a profit.
It is definitely one of the must-order drinks for a single celebrity.

Hidden behind the bar counter, customers can pass through the hidden doorway to the Sugalabo V restaurant.
Sugalabo V restaurant is only for a few guests and only open in the evening.
The chef is Japanese chef Yosuke Suga.

It is reported that all the furniture for cafes and restaurants are not custom-made, they are all from LV's original Objets Nomades high-end furniture, and the tableware is designed by Yoshioka Naruhito according to the Monogram logo.

In addition, the chocolate shop is LV's first opening.
It is understood that the chocolate will be sold in a box of 4 pieces, 9 pieces, 16 pieces, and 125 pieces.
The taste of chocolate is developed by Yosuke Suga, and the style will be square or classic Louis Vuitton old flower patterns.
.

Witnessing the extravagance and preference of Japanese consumption, LV has opened iconic new stores in Japan many times.
However, according to the financial report, LVMH's overall revenue in the Asia-Pacific market except Japan has recorded double-digit growth since the third quarter, and the growth rate in the fourth quarter has increased to 21% from 13% in the third quarter.

The word "China" appears up to 20 times in financial report meetings, and it is expected that LV will not be far from opening a coffee shop in China.

Luxury brands are coming to grab Starbucks business?

Luxury brands are coming to grab Starbucks business?

It is not uncommon for luxury brands to cross-border.

Since seven or eight years ago, Prada, CHANEL, Hermes, Burberry.
.
.
have begun to spread brand culture through restaurants, coffee shops, dessert shops and other forms.

As early as 2015, Burberry opened its first coffee shop in London, named after Burberry founder Thomas Burberry.
The interior decoration is inspired by British craftsmanship.

Shenzhen Thomas's Café, photo from Dianping

In July last year, Burberry opened the second Thomas' Café in the world and the first in Asia in the Vientiane City of Shenzhen Bay.
The entire space is dominated by raw wood and beige, and the iconic lattice elements are presented in a concrete way, highlighting the British style.
The price of drinks is around RMB 70 and food is around RMB 100.
Advance reservations are required.

Tiffany opened the world's first coffee shop Blue Box Cafe in New York's Fifth Avenue flagship store in 2017.
When "Tiffany's Breakfast" came into reality, it swiped the social network and attracted countless fans to check in.

Image source Dianping

Subsequently, Tiffany opened Tiffany-themed cafes in Tokyo, Shanghai, and Beijing.
The decoration, tableware, desserts, etc.
are all based on Tiffany blue, and few girls can resist it.

On Double Eleven last year, the world's fifth The Blue Box Cafe officially opened in Beijing SKP.
It is also a classic Tiffany blue design with a small area, but it is also a place for Internet celebrities to check in.
Exquisite cuisine, modern and romantic environment, return to the dream scene of classic movies, and afternoon tea with friends should not be more cozy.

At the end of July last year, Fendi collaborated with the well-known artist Mr.
Doodle to launch the marker graffiti series.
And opened a pop-up cafe linked by Beijing and Chengdu.
However, it is mainly to create momentum for the limited series.

Fendi pop-up coffee shop uses Fendi yellow as the main color, and the pillars and table tops are decorated with graffiti created by MR.
DOODLE.
The tableware also uses Fendi yellow and graffiti elements.
The coffee garland is a double F logo.
In addition to coffee, there are sandwiches, French fries, cakes, puffs, etc.

Some time ago, Fendi also cooperated with LVMH's high-end dessert brand COVA to launch a new limited afternoon tea.

Dior Asia’s largest boutique flagship store is located in Cheongdam-dong, Seoul.
Dior Cafe is on the top floor of the flagship store.
The coffee garland pattern is also a big logo.

In August last year, Dior also opened a limited-time cafe Dioramour Café in Chengdu and other places.
In line with the Tanabata theme, the cafe uses a big red column and a pink deck.

In addition to the luxury brands mentioned above, in 2015, GUCCI opened the world's first full-service restaurant in Shanghai, named 1921 GUCCI after the year the brand was founded; Armani also opened the Armani concept cafe Armani Caffè in Paris; PRADA It is the acquisition of Pasticceria Marches, a long-established dessert brand in Milan; Chanel is the only Chanel restaurant in the world at the Ginza flagship store in Tokyo; Hermès opened Hermès CAFÉ MADANG on the first floor of the Donsan Park store in Seoul, and so on.

Luxury brands such as LV, Armani, Dior, Tiffany, etc.
, are naturally not competing with Starbucks for their coffee shops.
After all, the audience is different, and the number of stores is not an order of magnitude.
But a cup of coffee can bring more people into the store, and there are many possibilities for new social scenes.

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