LV history introduction LV brand design elements LV Cafe a cup of latte 100 yuan!

In early February last year, Louis Vuitton, the flagship brand of French luxury giant LVMH Group, opened the world's first coffee shop "Le Cafe V" in Osaka, Japan, which attracted a lot of attention.

Today, however, there is a topic on Weibo that has also attracted everyone's attention.

LV Cafe in Japan costs 100 yuan for a latte?

Netizen: it is about twice as expensive as the local Starbucks!

According to foreign media reports, Louis Vuitton will open a new seven-story building in Ginza, Tokyo, Japan on March 17.

Unlike the first caf é, the new building, which will include boutiques, LE CAFE V and LE CHOCOLATE V, will open on March 17, the first time Louis Vuitton has opened a chocolate shop, and the building is located on the site where Louis Vuitton has been in use for 40 years.

According to reports, the chocolate product design of Louis Vuitton's first chocolate store uses Louis Vuitton classic presbyopia pattern, and its taste is also created by LV Cafe Manager Yosuke Suga, which is mainly sold in a box of 4-piece, 9-piece, 16-piece and 125-piece packages. the price has not yet been officially disclosed, but as a member of a luxury brand, the price must also be expensive.

The biggest highlight of LV's first coffee shop is the indoor opening of the cafe Le Cafe V and the restaurant Sugalabo V, but this cafe in Tokyo, Japan is more casual than the first coffee shop.

Le Cafe V, the first cafe in Osaka, Japan, offers French and Japanese cuisine in addition to the common basic coffee options. These menus are mainly made by the famous Japanese chef Yosuke Suga. With their unique appearance and menu, many people are attracted to sign in. Because of this, it is difficult to find one in the store, and most of the customers who go there take months to book a seat.

In addition, according to the menu posted by Twitter users, the restaurant's coffee menu is basically a common coffee option, in addition to the common basic coffee options, coffee pull with Louis Vuitton classic printed design, the store will also offer some local tea features.

However, the price of coffee is quite special.

According to the menu released by Twitter users, the price of in-store consumption ranges from 1500 yen to 3000 yen, or about 90 yuan to 184 yuan.

In this regard, some netizens said: this price is acceptable.

Another netizen said: this price is about one cup more expensive than the local Starbucks.

In addition, the most remarkable thing about these two stores is the design.

The design of the two stores was completed by Japanese architect Aoki Chun and American architect Peter Marino. It is worth mentioning that they are also famous for designing Louis Vuitton stores around the world, among which Aoki Chun's Tokyo Taisando flagship store for Louis Vuitton has become a landmark.

The design of the world's first cafe, "Le Cafe V", was inspired by the traditional transport ship of the Osaka Edo era & # 39;

As for LV's entry into the cafe, Michael Burke, chairman and CEO of Louis Vuitton, previously said that Le Cafe V cafe and catering were a test of LV's entry into the catering industry, and that LVMH Group would have more plans and attempts in the catering industry in the future, and even hinted that the brand might open more restaurants and even hotels in the future.

In recent years, luxury goods are no longer just ready-to-wear, high-definition and jewelry. Five or six years ago, Gaohe brands began to open coffee shops. However, it is not big news for luxury giants to open coffee shops everywhere.

In addition to Louis Vuitton (LouisVuitton), Burberry, Tiffany, Armani and other brands have joined the coffee industry to set up cafes.

Luxury brand Burberry opened its first coffee shop in London in 2015, named after Thomas Burberry, founder of Burberry, and was inspired by British craftsmanship, and last July Burberry opened the world's second Thomas's Caf é in Shenzhen.

American luxury jewelry brand Tiffany & Co. The first Blue BoxCaf é was opened in Europe in 2017. the store is inspired by the blue gift box, which is the most representative of the brand, and the overall space design is also very aesthetic and romantic.

Armani, a world-famous luxury brand, has also opened a coffee shop. Armani Caff è, the Armani concept Cafe, is located in the four-story Emporio Armani store in the Saint-Germain de Pet district of Paris, with a huge private open area that can accommodate 70 guests at the same time. The interior design and furniture are carried out by Armani/Casa, a household brand of the same group.

Italian luxury brand Fendi teamed up with Yamamoto Yamamoto to open the first Yamamoto coffee shop in Chengdu. The coffee shop is small and hot.

Another Italian luxury brand, FENDI, has also opened a very popular coffee shop. FENDI CAFFE is a more "special" coffee shop-a time-limited coffee shop with only a month's time limit, which is decorated in yellow.

In addition to the above luxury brands entering the cafe, there are many brands that have not been mentioned, but it is clear that the cross-border catering industry has become the best entry point for the transformation of luxury brands, but again: as for how brands, if you want to work in the coffee industry, in addition to focusing on coffee products, you have to find your own unique innovation in order to go long-term.

* Image source: Internet