Brands open Up to new Experiences

Luxury retail brands are launching new ways of interacting with their customers.

For years on end, brands have been trying to test new ways to engage with their audiences. Companies have long sought to earn an additional space in the consumers mind, in order to drive more business and grow fidelity. Few successful brands have been able to pivot from their core business and drive a new segment / experience in an opposing direction. Bulgari did so with its wonderful hotel, Giorgio Armani with its interior decorations, Nobu with its hotel are but a few of successful and remarkable case studies. Then there are odd-ones, such as a Nutella hotel in Malibu.., seriously? If anyone has been to Malibu, you would know that chocolate Nutella does not spring to mind while you wine hop around the vineyards.

So what drives these brands to try such new lines of business, or as we call them at 1295 as “brand extensions”.  Simon Campbell, who is the GM of a well-known retail fit-out company explains that it comes from common thread between history and modern experiences, “classic retail design with hospitality elements to produce a unique, experiential space that seamlessly blends the old with the new.”  This is reflected in the new Tiffany eatery, called Blue Box Café, inspired of course from the unforgettable iconic film Breakfast at Tiffany’s with Audrey Hepburn.  The first of these was opened in Tiffany’s Fifth Avenue flagship store in 2017.  Photos below by Teddy Wolff.

Louis Vuitton does a similar stunt in Osaka Japan, on the top of its flagship boutique, opening 2 concepts, a restaurant and a café.  The brand joined forces with Chef Yosuke Suga, owner of the famous Sugalabo restaurant.  On the 2^nd and floor above the LV boutique, you can find the restaurant Sugalabo V, which combines Japanese and French heritage.  Of course there is a long waiting list, and it works by you leaving your name on their website, and then wait to be contacted.  They offer a tasting menu for USD 275.  The architect of Sugalaba V is Jun Aoki, and the interiors are done by Peter Marino.  Photos below from www.dezeen.com

The 3^rd floor features the Café V, which is also operated by chef Suga.  Here Chef Suga offers more approachable dishes showing off his adoption and skills of French inspired cuisines, learned from his days working under legendary chef Joël Robuchon.  Café V is also designed by Jun Aoki and Peter Marino. Photos below from www.dezeen.com

Ralph Lauren and Gucci, amongst others are also continuing to expand their restaurant / café concepts around the world.  With the world craving to experience brands in a different way, the possibilities are end-less.  The brands who have the courage and vision to position themselves in new ways, will pave a solid road towards their future.