Luxury brands are steadily expanding their reach from the realm of haute couture to the realm of ‘haute-spitality’.
Recognising the evolving preferences of younger consumers, fashion houses and other luxury brands are now exploring food and hospitality activations as a means to captivate and engage this demographic. By venturing into the realms of dining experiences, hotels, and immersive hospitality concepts, luxury brands are seeking to offer a holistic, multi-sensory experience that goes beyond traditional fashion offerings.
The fusion of fashion, food, and hospitality allows fashion houses to tap into the diverse interests and aspirations of younger generations. By curating exclusive dining experiences or collaborating with renowned chefs, luxury brands can create a sense of exclusivity and desirability.
Social media and digital platforms are also amplifying the reach and impact of these initiatives. By sharing captivating visual content and behind-the-scenes glimpses of these experiences, brands can generate buzz and attract a wider audience, extending the brand’s influence beyond the traditional fashion sphere.
Through this strategic shift, luxury brands are demonstrating their agility and adaptability in response to changing consumer preferences.
Here, a look at how different brands have plotted their respective hospitality presence around the world.
Coach Play Shophouse Cafe: Singapore
Coach recently joined forces with Brawn & Brains Coffee to unveil a unique cafe concept in Singapore, marking the brand’s foray into the world of coffee and dining experiences. Nestled along Keong Saik Road, the Coach cafe occupied the first floor of a three-storey shophouse, adding to the allure of its location.
By venturing into the realm of cafes, Coach expands its brand presence and offers customers a distinctive experience that extends beyond fashion.
Dioriviera: Desaru Coast, Malaysia
Dior too has established its presence in the realm of branded hospitality, boasting ownership of cafes and restaurants in Saint-Tropez, Tokyo, Seoul, and Miami, along with the introduction of La Pâtisserie in its revamped flagship at 30 Avenue Montaigne in Paris. From June to August 2023, Dior made a memorable appearance at the luxurious One&Only Desaru Coast resort in Malaysia through the Dioriviera pop-up experience. This visually captivating activation imbued the resort’s Ember Beach Club with iconic Dior motifs, enveloping the space in a shade of dusk pink. From the sun loungers and umbrellas to the fixtures in the adjacent café, the location exuded a distinct Dior aesthetic.
Jacquemus’ Cafe Fleurs: Seoul, South Korea
Jacquemus is no stranger to pop-ups since its inception in 2009. In 2021, the brand debuted its first flower shop in Paris during the pandemic, followed by respective Barbie-themed pop-ups in Milan and Paris. Most recently, the designer opened pop-ups in Lake Como and Portofino, Italy, in May and June, respectively — both dedicated to his summer collections, after debuting the Cafe Fleurs pop-up at Galeries Lafayette in Paris earlier in the year.
Located in the South Korean capital’s trendy Seongsu neighbourhood, the 2,000-square-foot space is all-over white with an eye-catching facade that mimics the Simon Porte Jacquemus-founded brand’s Le Bambimou bag.
Inside, visitors will find a café with eight drinks on the menu and a flower shop featuring white Lisianthus bouquets. Shoppers can also purchase bags and accessories from Jacquemus’ fall 2023 ‘Le Chouchou’ collection, a line that feature cherries as a leitmotif.
Louis Vuitton: Multiple locations including Osaka, Seoul, Doha, Saint-Tropez
An early entrant to the hospitality business, Louis Vuitton has operated both pop-up and permanent cafes and restaurants in destinations including Osaka, Seoul, Doha, and most recently Saint-Tropez, in France. In June, Louis Vuitton opened three pop-up bookstores in downtown Shanghai, taking over trendy coffee shops Metal Hands Café, Plusone Café and Manner Café; a run that was followed in October by a cafe and bar activation in Shanghai as the maison looks to bolster its presence in mainland China.
On its home turf, Louis Vuitton’s venture into hospitality is set to culminate in the opening of its branded hotel, said to be in 2024.
Veuve Clicquot’s Hotel Clicquot: Byron Bay, Australia
Hotel Clicquot first debuted in Byron Bay, Australia last year and makes its return in 2023 to Sunshine Beach, a five-minute drive from Noosa.
Welcoming guests for three-night stays from from October 13 to 28, Hotel Clicquot boasts luxury rooms and amenities, including a Veuve Clicquot-branded swimming pool with matching yellow and white umbrellas for patrons to repose under. In addition to relaxation, the hotel is offering a series of culinary experiences led by some of Australia’s finest chefs, from Peter Gilmore, Martin Benn, and Chris Hemsworth’s private chef, Sergio Perera, showcasing the house’s prestige cuvée, La Grande Dame, according to a press release.
Chandon Home: Napa Valley, California
Chandon unveiled Chandon Home this autumn, in the heart of Napa Valley’s Yountville. The extensively reimagined property promises visitors captivating experiences that go beyond the mere enjoyment of wine. Chandon California is the first of Chandon’s six wineries to undergo the transformation, but ‘multi-sensory experiences around wines’ are planned from Chandon Argentina, California, Brazil, Australia, China and India beginning 2024.
Arnaud de Saignes, president of Chandon, said: “We are delighted to welcome our brand’s friends and newcomers to discover our remarkable story, pioneering winemaking techniques, and heartfelt hospitality, all within a reimagined space that beautifully embraces the natural splendor of our home. We invite everyone to partake in tailor-made sensory experiences that foster meaningful connections with our guests.”
Visitors are free to meander, with cabanas offering festive gatherings and local farm-to-table dishes, paired with Chandon wines.
Chanel’s Lucky Chance Diner: Brooklyn, New York
Chanel recently embarked on a nostalgic experiential journey, enticing fragrance enthusiasts with a twist. In celebration of its newest fragrance, Chance Eau Fraîche Eau de Parfum, and the opening of its first Chanel Fragrance and Beauty Boutique in Brooklyn, the renowned French fashion house transformed a local Williamsburg restaurant into a captivating pop-up concept called the Lucky Chance Diner.
Complementing the launch of a new fragrance, the Lucky Chance Diner served up sweet pastries and confections designed to harmonise with the scent’s essence.