Photo: Breakfast at Tiffany’s Trailer – Wikipedia

Diamonds for breakfast in true Holly Golightly style are now possible with the rise of the luxury designer cafés worldwide. Luxury brands have identified the need to diversify their brand building and experiential marketing activities by investing in the hospitality industry and partnering with Michelin-starred chefs in the launching of designer cafés and restaurants.

This strategic move has proven to be a very successful endeavor, especially for legacy and heritage brands that have built brand equity and a strong brand identity that has garnered a cult following over the years or has formed part of pop culture.

Is the food good? Well, yes. Overpriced? In some instances, of course. The experience? Elevated.

However, high luxury brands would not risk such exposure if they were not going to offer the full luxury experience to their clientele. Designer cafés may also introduce new customers to the brand as they get to experience what the brands have to offer. Some brands have taken the opportunity to launch their decor and home offerings through this, thus playing into moving from retail to lifestyle.

BLUE BOX CAFÉ – TIFFANY & CO.

Photo: https://blueboxcafenyc.com/

I would like to believe that the day that I visit The Blue Box Café in New York, I will be donned in my little black dress, some Tiffany shades, pearls and an up-do, channeling my Holly Golightly (Audrey Hepburn in Breakfast at Tiffany’s). This brand extension makes so much sense considering the impact that Breakfast at Tiffany’s had on pop culture and fashion. It is no wonder that the restaurant in New York remains consistently fully booked. Due to popular demand, The Blue Box Cafe has branches in Dubai (Dubai Mall) and in the UK (Harrods)

What to expect:

A French-inspired menu which includes breakfast sets, high tea, caviar, light cuisine and more. The seasonal menu was curated and designed by New York’s Michelin-starred Chef Daniel Boulud and Executive Chef Raphaelle Bergeon. Situated on the sixth floor at The Landmark, The Tiffany-shade-of-blue space was designed by Peter Marino, it includes a private dining area, a bar and cafe with custom art installations. You may be tempted to purchase their stylish cups and homeware from Tiffany Blue Home on your way out.

BEIGE (ALAIN DUCASSE) – CHANEL

Photo: https://beige-tokyo.com/

Described as Ginza’s most stylish and lively destinations, Beige is a collaboration between critically acclaimed and Michelin-Starred Chef Alain Ducasse and the renowned luxury brand Chanel. Beige is situated at the Chanel Ginza Building in Tokyo, an uber stylish and modern restaurant with scenic city views and a strict dress code, smart elegance. For me, this is the perfect marriage; one of my most highly regarded fashion brands, paired with one of the best chefs in the world and in one of my most favourite cities. What is there not to love? According to asiafundmanagers.com, Japan’s luxury market has grown by 18% in 2022 (to a staggering $24bn), thus making this collaboration one of Chanel’s best moves as it has always eyed Japan as one of its key growth markets.

What to expect:

Per the website, expect to experience the finesse of Chanel and the culinary philosophy of Alain Ducasse. Named after one of Coco Chanel’s favourite colours, it is no surprise that the interior of this luxury restaurant is also inspired by the iconic tweed textile of the Chanel brand. You can expect for your taste buds and senses to be transported to France as it mainly serves French cuisine with a Japanese infusion. The team has also taken care to select only the most premium ingredients from both France and Japan for their cuisine.

DIOR DES LICES

Photo: Arnaud 25

Strategically situated on the grounds of Maison Dior’s grand chateau in Saint-Tropez, Dior des Lices comes to life each May after a long winter slumber. The former Tourism Embassy of Saint-Tropez was refurbished and turned into an exclusive Dior store and restaurant by world-renowned architect Peter Marino who has been credited for redefining modern luxury through equal emphasis on architecture and interior design (Peter Marino Biography). Dior has a number of restaurants, pop-ups and cafe’s around the world, however, Saint-Tropez’s Dior des Lices should be on your bucket list when exploring the Côte d’Azur.

What to expect:

The beauty, glamour and charm of Saint-Tropez where Vespas and Yachts collide. Be armed with a reservation as you may not be able to secure a table without one. Be ready for Dior branded coffees and pastries alike, perfect for an Instagram moment. Headed by 3-star Michelin Guide Chef Yannick Alleno be prepared to indulge in fresh Mediterranean food and French and European Cuisine.

Photo: https://blog.sttropezhouse.com/

The restaurant industry is viewed as a low margin and high Opex business, however, for luxury brands looking for new ways to engage their existing and prospective consumers, it is worth the investment. The designer cafés give brands an opportunity to resonate with customers by offering lifestyle experiences that allow the customer to be at the forefront of online content generation (think Instagram photos at Dior Café with Dior branded coffees in the background). They are a Marketer’s experiential dream, addressing all the necessary touchpoints and titillating the five senses… Throw in some merchandising and limited-edition home decor and accessories available for purchase at the cafés, and you are on your way to building brand-love that money can buy.