Feeding the fashionistas: From Haute Couture to Haute Cuisine
From haute couture to haute cuisine. Although restaurants of renowned fashion companies are not a new trend, they are emerging as a highly competitive industry. Whether it is an upscale speakeasy and café like Ralph's Coffee in New York,Gucci Osteria, the Italian restaurant in Piazza Signoria in Florence, or the Armani café in Dubai, we live in a content-driven world, and fashion houses are focusing on omnichannelity to strengthen customer loyalty.
Milan: The Bar at Ralph Lauren
Although restaurants owned by renowned fashion companies are not a new trend, they are becoming a highly competitive industry. Whether it's an upscale speakeasy and café like Ralph's Coffee in New York, Gucci Osteria, the Italian restaurant in Florence's Piazza Signoria, La Pâtisserie at Dior, or the Armani Café in Dubai, we live in a content-driven world, and fashion houses are relying on diverse channels to create an immersive brand world.
The American designer wrote: "There is something about Milan that touches me deeply: the romance of the winding cobblestone streets, the rich patina of the old facades and wrought-iron balconies, the mystery of hidden courtyards and small cafés, the sound of bells that tell the hour, and a lifestyle that moves at a slightly slower and more personal pace."
So after restaurants in New York, Paris and Chicago, joined by cafes around the world, it was able to open in Milan as The Bar at Ralph Lauren. On the second floor, a cozy courtyard and flower garden provide the prelude to a uniquely American experience with a Milanese touch in an intimate and refined space. The Ralph Lauren Bar tells the story of classic American cuisine inspired by the designer's favorite dishes. The menu features traditional burgers, the iconic mini lobster rolls, and crab and avocado salads, complemented by a wide selection of wines and cocktails.
Florence: Gucci Osteria da Massimo Bottura
Florence, Beverly Hills, Tokyo, Seoul. Born as an experiment by chef Massimo Bottura, now Gucci Osteria takes over the world. Within the complex, is its shining star - an elegant dining room helmed by superstar chef Massimo Bottura: Gucci Osteria. Also, he is the owner of Osteria Francescana, twice No.1 in The World’s 50 Best Restaurants.
The 1st Gucci restaurant is sited behind the walls of the 14th century Palazzo della Mercanzia building, overlooking the city’s most famous square, Piazza della Signoria. Visitors can treat themselves to the likes of Parmigiano Reggiano tortellini, Peruvian-inspired tostadas, pork belly buns and mushroom risotto for 20-30 euros per dish.
From London to New York City: Tiffany's Blue Box Cafe
The iconic tiffany blue color, known to all thanks to Haudrey Hepburn's famous films, now holds not a sparkling diamond but your next American coffee. That's just how the high jewelry brand opened its Tiffany blue box café.
After opening it inside Harrods department store in London now, The new Petrossian at Tiffany restaurant concept brings a one-of-a-kind dining experience to Southern California. Located at Tiffany & Co. South Coast Plaza with the world’s finest caviar and a French-influenced contemporary menu, Petrossian’s Executive Chef Carlos Cabrera masterfully unites the art of caviar with the Tiffany & Co. tradition of excellence. Feeling like Audrey Hepburn is possible at breakfast, for classic Afternoon Tea, and even in the evening.
Cairo: Emporio Armani Caffé
Debuting in 1998, Armani now has over 20 bars, cafes, restaurants and hotels around the world, including Dubai, Tokyo, Milan and Cairo, making it one of the busiest fashion brands delving deeper into the hospitality industry.
While celebrity chefs do not head any of its outposts, the brand has created a reputation for ramping up the gourmet experience with the namesake behind such dishes as the Armani black truffle pasta, Armani malara shrimp and Armani Amalfi Coast lemons and foie gras.
If we take a closer look at the locations of these restaurants, we can see that they coincide with the cities where the most important fashion shows on the calendar take place - New York, Milan, London, and Paris. But to these important places in the fashion world we must add Dubai, Shanghai, and Tokyo as emerging capitals, and to them now also belongs the metropolis of Cairo in which Emporio Armani Caffé has also been at home for some time.
But why are the major luxury brands turning to the restaurant industry?
The answer is certainly not in the economic value of these activities, which are still small compared to the sales volumes of the major fashion houses.
In a world where everything becomes more experiential, we need to reach the consumer not only by offering quality products, but by selling experiences and entering the moments that are part of people's lives. A dinner at a restaurant, a coffee at a bar, become expressions of self, places that can satisfy the senses of the high-spending consumer, making such luxury brands true lifestyle brands.
