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Louis Vuitton Opens a NYC Café
Louis Vuitton is the latest luxury retailer to open a culinary experience as part of their flagship NYC store.
Ali Kaltman
December 01, 2024
Brand: Louis Vuitton
Campaign: Le Café
Read time: 5 minutes
💬 Overview 💬
Happy Thanksgiving to my fellow brand nerds!
It’s been quite the marketing week from the Thanksgiving Day Parade to Black Friday to Cyber Monday.
Hope everyone is thriving and getting through this holiday season!
I’ve seen a LOT of great brand initiatives this weekend from fake parade floats to Nike’s make-up artist partnership…
But one brand event that I wanted to dive deeper in this weekend is:
Louis Vuitton’s newest café
The concept of restaurant in a luxury retail store is not new.
Bloomingdale’s has had Forty Carrots forever. Nordstrom has had the Nordstrom Café…
But with the growing success of Ralph’s Coffee (8 locations and counting) and Gucci’s Osteria (4 locations)…
It was time Louis Vuitton got involved in a big way.
💙 The Branded Moment 💙
Enter: The Louis Vuitton Café - New York
You’ll find the newest luxury retailer cafè on the 4th floor of the flagship LV store on 57th St. in Manhattan.
It’s become a destination for visitors to feel immersed in cultural inspiration and a multi-sensory culinary experience.
Inside the cafè
The menu was curated by local talents Christophe Bellanca and Mary George, and also guided by French chefs Arnaud Donckele and Maxime Frederic.
But, Ali, this isn’t a new concept… so why are you putting it in your newsletter?
CLEARLY this is a strategy that’s working for LVMH.
They have dabbled in hospitality previously, but to me, this signals a bigger industry shift to create full-store experiences vs. classic shops, especially in the luxury industry.
It’s already happening, but now that the biggest luxury conglomerate is on board, it will expedite the need for other’s to do it, too.
Immersive store experiences will be the future.
💡 Results 💡
The New York café is too new to have concrete results.
BUT opening on Fifth Ave 2 weeks before Black Friday is…
Chef’s kiss 👌
I can’t wait to see how it does.
🎬 Take Action 🎬
How do your customer’s currently experience your brand?
If you have a physical presence, are there ways you can enhance it with ancillary experiences?
Eating, drinking, dancing, fitness…
If you don’t, what are the other activities your customer is doing when using your brand/product?
Is there an opportunity to integrate the experience even further?
FOOD for thought 🍰
What’s New This Week
One new product I tried this week 👉 Ninja Luxe Espresso Machine Went to a friend’s house and I am now buying one for myself
One new campaign I’m loving 👉 Rao’s had a Macy’s Parade Float?!
One new piece of content to watch/listen to/read 👉 Sabrina Carpenter’s Christmas Album I’m such a fan lol
Brandkeeping
If you enjoyed this newsletter, please forward it on to 3 marketers you know!
And if you have a brand or campaign you want to spotlight, please reply directly to this newsletter.
Let’s chat!
See ya!
Ali
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