Italian boutique industry step into catering industry to inject new atmosphere into century-old cafe

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As soon as I got up, I had a cup of coffee, bought another cup at work, and had a third cup after lunch. Coffee is as important to the Italian as tea is to the English. In addition to coffee, Italy's boutique industry is also famous internationally. When the two are combined, what sparks will there be?

More than a decade ago, fashion designer Roberto Cavalli modified Florence's historic coffee shop Caff è Giacosa. Recently, after the boutique group LVMH bought Cova, a confectionery shop in Milan, Prada also bought Marchesi, a coffee shop in Milan with a history of nearly 200 years. What is the significance of successive mergers and acquisitions?

Food & Wine reported that during the global financial tsunami in 2008, Italy's historic sites were restored thanks to the local boutique industry; Tod's funded the renovation of the Roman Colosseum and Diesel helped restore the Rialto Bridge in Venice. Today, these boutiques are focusing on cafes, injecting aesthetics and innovation into their own brands while inheriting a long history.

Bar Luce, Milan

In 2015, the World Expo was held in Milan. Coincidentally, in the same year, Prada renovated the brewery on the outskirts of Milan and set up the Prada Art Foundation (Fondazione Prada), which caught the attention of Expo tourists. Bar Luce, the coffee shop in the foundation, is designed by American director Wes Anderson with a distinctive interior design, giving people the illusion of walking into the scene of the Budapest Hotel.

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Marchesi, Milan

Marchesi, a coffee shop with a history of nearly 200 years, was bought and renovated by Prada in 2014. Here, you can see handsome young waiters holding exquisite fruit towers or a series of mini desserts, homemade handmade apricot jam, cans of exotic tea, and bold interior designs. It not only reflects the classical beauty of history, but also bold and full of sense of the future.

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Caff è Giacosa, Florence

Roberto Cavalli has bought Caff è Giacosa, a coffee shop next door, since 2001, when he built a flagship store in his hometown of Florence. Caf è Giacosa has been a gathering place for the local elite for two hundred years. Under the transformation of Roberto Cavalli, in addition to renovating the decoration and adding its own-brand wine to the wine list, the meal still retains the classic dishes such as ham, mozzarella Fokasha.

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Cova, Milan

Cova, the Milan dessert shop that came to the Taiwan exhibition last year, actually has a history of nearly 200 years. Although it was later taken over by the LVMH Group, classical aesthetics has been retained, such as the waiter's tuxedo rule, drinks still dressed in fine porcelain, cream pastries and hazelnut chocolates are still the most popular meals.

COVA IN VIA MONTENAPOLEONE, APERITIVO (Maurizio Maule, Milano-2012-03-21) p.s. La foto eBay 39; utilizzabile nel rispetto del contesto in cui eBay 39; stata scattata, e senza intento diffamatorio del decoro delle persone rappresentatecova

Most of the cafes bought are in Milan, and the answer is obvious, naturally because it is a gathering place for fashion brands. When consumers are tired of shopping, they go to the nearby coffee shop to have a rest. Walking around is the territory of their own enterprises. The historical reputation of coffee culture combined with the marketing packaging of the boutique industry is one of the good ways to attract consumers.