Coffee is so versatile that Moleskine, who sells books, has also opened a coffee shop.

We've just talked about how popular fashion brands are to open a restaurant or coffee shop under their own signs, and Italian notebook brand Moleskine has taken a big step in that direction-its first cafe of the same name recently opened at Geneva Airport in Switzerland.

Like most brands that open cafes across the border, Moleskine's business move is essentially a brand license. It works with Caviar House Airport Premium, the airport accommodation company of the high-end restaurant chain Caviar House & Prunier, which is responsible for the food supply and service of the cafe, while it is only responsible for the sales of products owned by the brand in the cafe and the presentation of brand content, such as exhibitions, space layout, and so on.

"We are excited about the partnership with Caviar House & Prunier, whose industry-leading experience can help us extend Moleskine's retail concept to an area we have never covered before." "I think the brand concept advocated by Moleskine is a perfect match with a cultural social space like a cafe," Moleskine CEO Arrigo Berni said in an investor relations statement.

Berni said that the perfect match is not just words, Moleskine has also made a lot of efforts to magnify this "perfect match", in order to consolidate and further expand the fan base. Recently, for example, a large-scale painting by artist Michele Tranquillini is on display at the Geneva airport store. The artist is good at drawing travel diaries and maps on Moleskine notebooks.

Michele Tranquillini's previous posters for the upcoming Moleskine Cafe

At the same time, coffee cups and store commemorative seals are also used skillfully. The coffee cup is decorated by Carlo Stanga, the author of I am Milan, a picture book published by Moleskine, while the commemorative medallion is also carefully designed, with both the Moleskine brand logo and the characteristics of local stores, and can be knocked on tourists' Moleskine books for collection and commemorative purposes.

Finally, share the business information of the store. If you have a chance to catch a plane in Geneva, Switzerland, you might as well go to the international second floor and have a look. You have a chance to buy a cup of coffee from Moleskine from 4:30 to 10:00 in the evening.