Luxury Brand Cafés and What They Serve

Ever wandered into a luxury boutique and wondered if you could grab a coffee or bite there too? These days, fashion brands aren’t just selling clothes—they’re curating full lifestyle experiences, including gourmet food and drink. From Hermès serving coffee in Seoul to Gucci selling logo-emblazoned sweets in Tokyo, major labels have turned cafés and restaurants into immersive brand extensions.

Yes, you can drink Hermès coffee in South Korea for around $75 KRW (about $0.60 USD), try Gucci’s double-G chocolates in Tokyo for roughly $76 for four pieces, or book an afternoon tea at Chanel’s Beige Alain Ducasse Tokyo for about $430–$900 per meal. These experiences are now part of the luxury retail journey.

Luxury Fashion Brands Enter the Food & Drink Business

It’s no longer unusual to find a café or restaurant inside—or just next door to—a flagship fashion store. Brands like Bottega Veneta, Louis Vuitton, and Loewe have experimented with pop-ups and exhibitions, but the real trend is in offering high-end, lifestyle-oriented food and beverage services.

In 2023, Burberry joined the movement by opening “Thomas’s” near its Regent Street flagship in London. The black-and-white themed restaurant offers British classics such as lobster with fries, salmon with scrambled eggs, and traditional afternoon tea—all made with seasonal, high-quality ingredients. There’s also a retail corner for travel and home goods.

How European Luxury Pioneered the Trend

Italian fashion houses were among the first to integrate gastronomy into their brand ecosystems. Armani launched its first restaurant in Milan in 2006, and today operates 16 worldwide. Its concept café in Cannes was an early milestone.

Ralph Lauren followed suit, opening the Polo Bar on the second floor of its Fifth Avenue flagship in New York in early 2022. The restaurant quickly became a local favorite.

LVMH, the world’s largest luxury group, acquired Milan’s historic Cova café in 2013—beating out Prada in a bidding war. But Prada didn’t exit the food scene: in March 2022, it bought 80% of Angelo Marchesi, the company behind Milan’s historic Pasticceria Marchesi, which has served pastries and chocolates since 1824. These sweet treats are now available at accessible price points.

Asian Luxury Café Experiences

In Seoul, South Korea, Hermès operates CAFÉ MADANG beneath its Donsan Park retail store. The café shares a floor with the Hermès Museum and features tableware and décor inspired by the brand. While the atmosphere is upscale, pricing is surprisingly approachable: a regular coffee costs about 13,000 KRW (approximately $10 USD). The space is managed by Korean catering group Shinsegae Food.

Over in Tokyo’s Ginza district, Gucci runs its own branded coffee shop inside its flagship store. The interior is covered in Gucci logos, and even the sugar cubes and desserts bear the iconic double-G insignia. A limited-edition afternoon tea set costs around 2,000 JPY (approximately $10 USD), while four Gucci-branded chocolates go for about 1,500 JPY (approximately $76 USD). So far, Tokyo is the only Asian city where you can officially enjoy Gucci coffee—though rumors of a Shanghai location have yet to materialize.

Chanel offers fine dining at Beige Alain Ducasse Tokyo, located in its Ginza flagship. Lunch averages around 8,500 JPY (around $430 USD), dinner about 17,500 JPY (around $900 USD), though reports suggest filling meals can be had for as little as 5,000 JPY (about $25 USD).

Other Notable Brand Cafés Around the World

Beyond these marquee names, other luxury labels have also dipped into the café and hospitality space. Versace, Bulgari, and others operate branded coffee shops, while some—like those under the same corporate umbrellas—have expanded into hotels in destinations such as the Gold Coast, Bali, and Dubai.

Frequently Asked Questions

Where can I try Hermès coffee?

You can try Hermès coffee at CAFÉ MADANG, located beneath the Hermès Donsan Park store in Seoul, South Korea. A standard coffee costs around 13,000 KRW (approximately $10 USD). The café is managed by Shinsegae Food and shares a floor with the Hermès Museum, featuring brand-inspired design and tableware.

Does Gucci serve coffee and sweets in Japan?

Yes, Gucci operates a branded coffee shop in its Ginza, Tokyo flagship store. The café serves coffee with Gucci-logo sugar cubes, themed desserts, and limited-edition chocolates. A Gucci afternoon tea set costs about 2,000 JPY (approximately $10 USD), and a pack of four double-G chocolates is around 1,500 JPY (approximately $76 USD). As of now, Tokyo is the only city in Asia where you can officially enjoy Gucci coffee.

What is the most expensive luxury brand café experience mentioned?

The most expensive mentioned is the dinner at Chanel’s Beige Alain Ducasse Tokyo, with meals averaging around 17,500 JPY (approximately $900 USD). Lunch is more affordable at around 8,500 JPY (around $430 USD), though some report that a filling meal can be had for as low as 5,000 JPY (about $25 USD).

Can I buy Gucci-branded chocolate?

Yes, at Gucci’s Tokyo café, you can purchase Gucci-branded chocolates featuring the brand’s signature double-G logo. A pack of four chocolates costs approximately 1,500 JPY (around $76 USD). These are currently only available at the Tokyo flagship store.

Which Italian fashion house was the first to open a restaurant?

Armani was the first Italian luxury brand to open a restaurant, launching its first location in Milan in 2006. It now operates 16 restaurants globally, including a concept café in Cannes.

What did Prada acquire in 2022 related to food?

In March 2022, Prada acquired 80% of Angelo Marchesi, the company behind Milan’s historic Pasticceria Marchesi, which has been serving pastries and chocolates since 1824. These sweets are now available at more accessible price points through Prada’s retail channels.

Recommended FrontStreet Beans for Café Culture

Pair your luxury café experience with FrontStreet Coffee’s Ethiopia Humbera for bright floral and citrus notes, or the Yirgacheffe for juicy berry and stone fruit flavors—both single origins shine in elegant settings. For something deeper, try the Brazil Queen Manor with its nutty and chocolatey profile, ideal for after-dinner espresso. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.