Eat and drink in style: 11 latest dining and cafe spots opened by fashion brands.

패션 브랜드가 연계된 다양한 식음료 공간들이 최근에 주목받고 있습니다. 단순히 의류를 판매하던 시대는 지나가고, 이제는 패션과 라이프스타일이 결합된 새로운 경험을 제공하는 시대로 접어들었습니다. 이러한 변화 속에서 브랜드들은 카페, 레스토랑, 바와 같은 공간을 통해 소비자들에게 그들의 철학과 아이덴티티를 전달하고 있습니다. 이어지는 내용에서 실제 사례와 함께 해결방법을 확인해보도록 하겠습니다.

As I organized the interesting news shared by fashion brands over the past year, I discovered a common characteristic. To summarize, the era of selling only clothes has passed. It is more accurate to say that we are now in an era where clothes are just one part of the offering. In the past, brands expanded by increasing product categories such as cosmetics and perfumes, but recently, there has been a trend of revealing brand identity through various spaces that connect fashion and lifestyle, such as galleries, hotels, cafes, restaurants, and bars. There are also more brands that deal with art fields like movies, music, and performances. Conversely, this means that what you can buy from fashion brands is no longer limited to fashion styles. We are now in an era of shopping with all five senses.

Dining & Cafe List of 11 Places Opened by Fashion Brands That You Can Eat and Drink Style

Let’s take a look at the latest cafe list opened by luxury fashion brands that have landed in Korea, leading the era of shopping with all five senses.

Pierre Sang at Louis Vuitton

Louis Vuitton has introduced a pop-up restaurant in Korea. The photo shows the pop-up restaurant ‘Pierre Sang at Louis Vuitton’ that opened in the Cheongdam store in 2022.

Ralph’s Cafe by Ralph Lauren

On the left, Ralph’s Cafe by Ralph Lauren opened its first store in Korea last September.

On the right, ‘Dior Cafe,’ which debuted in Korea in 2015, is cited as the first example of a fashion brand’s successful F&B business.

Among them, F&B spaces created by fashion brands, such as restaurants, cafes, and bistros that connect the worlds of fashion and taste, are gaining great popularity. In particular, cafes have seen a tremendous rise in recent years. They are attractive and successful because they provide a low barrier of entry for both brands and consumers, allowing them to experience the brand’s philosophy through simple and intuitive elements like beverages, desserts, packaging, and interior design.

As the number of such spaces increases, the operating methods are also diversifying. From setting up cafe spaces within stores to operate directly, to entering into partnerships with coffee chain brands for shop-in-shop setups, and even opening standalone cafe stores that also sell some fashion items, fashion stores with the aroma of coffee are spreading like a trend.

Gucci Osteria

Gucci Osteria offers dishes and beverages infused with Korean elegance.

This is commonly referred to as ‘coffee marketing.’ It is a simple example of expanding a brand’s value through space and experience, and cafes have now established themselves as a core strategy in fashion brand marketing. What could be the reason? What makes their coffee and desserts different? I took a look at the reasons why domestic and international fashion brands are rushing to open cafes, their secrets to popularity, and the recently opened hot new cafes in Korea.

Nudake

The value of the brand experienced for the price of a cup of coffee.

Recently, Jennie uploaded several photos of cakes on her social media account. This was to celebrate the opening of a pop-up store presented by Jennie and the dessert brand Nudake, which not only benefited Nudake but also promoted Gentle Monster. The reason is that Nudake is a dessert cafe presented by the domestic eyewear brand Gentle Monster. Jennie, a model for Gentle Monster, effectively served as a bridge connecting Nudake to Gentle Monster through viral marketing.

Michelin Star Chef Presents Louis Vuitton Popup Restaurant

Louis Vuitton popup restaurant presented by a Michelin star chef. Source: Louis Vuitton

Such unique spaces presented by fashion brands increase touchpoints for experiencing the brand’s values and philosophy while simultaneously strengthening the brand’s identity. Consumers also feel relaxation and joy in spaces proposed by the brand, unconsciously fostering a closer connection with the brand. This gradually enhances brand loyalty and awareness, while also contributing to increasing new customers. Interestingly, all of this is achieved for the price of a slice of cake or a cup of coffee. This is the real reason why fashion brand cafes are thriving.

A.P.C. Presents a Chic French Style Cafe

A.P.C. cafe, which made its debut in Korea in 2021. Source: apc_paris

One of the representative success stories is A.P.C. The French brand A.P.C. launched its first cafe in a popup format in Paris in 2019, blending the brand’s minimalist design philosophy with French coffee culture. Subsequently, in 2021, it opened the world’s first official cafe store in Korea, creating a buzz. Cafe A.P.C., which adds a touch of rustic and refined charm to the chic French style presented by A.P.C., highlights the brand’s identity while elegantly combining fashion and lifestyle.

Maison Kitsuné Flagship Store Located in Sinsa-dong Garosu-gil

Maison Kitsuné flagship store located in Sinsa-dong Garosu-gil. Source: Maison Kitsuné

The French brand Maison Kitsuné cannot be overlooked. After opening its third standalone store in Garosu-gil, Seoul, following Paris and Tokyo in 2018, Maison Kitsuné has become a hotspot for trendsetters thanks to its cafe. The cozy store atmosphere perfectly integrates Cafe Kitsuné, which serves not only as a cafe but also as a platform that highlights the brand’s luxurious and charming sensibility. The fox cookie, inspired by the signature logo, and Cafe Blanc, available only at the Seoul cafe, continue to enjoy popularity comparable to fashion items.

Signature menu of Cafe Kitsuné: Fox cookie and latte

The Swedish fashion brand Arket’s cafe is also gaining attention as an attractive space that connects fashion and gastronomy.

Starting with a popup cafe presented at The Hyundai, Arket Cafe entered Korea and officially opened at the Garosu-gil flagship store in 2021, leading the latest cafe trends at that time.

It features organic seasonal ingredients, vegetarian and vegan menus, and various efforts considering the environment, introducing the healthy gastronomic culture of Northern Europe.
This richly conveys the brand philosophy that pursues sustainable design and everyday beauty.

Arket Flagship Store Located in Sinsa-dong Garosu-gil

Arket flagship store located in Sinsa-dong Garosu-gil. The Arket cafe, which presents Nordic-inspired menus, is also located here.

The essence of fashion F&B spaces is showcased by luxury brands. Fashion houses that have proven that when a fashion brand creates, it is both tasty and stylish have lowered the communication threshold with customers through the opening of cafes or restaurants, achieving a twofold effect of enhancing the brand’s innovation.

Thanks to this, luxury brand stores surrounded by elegance have transformed into more welcoming spaces where one can step in without having to purchase a bag. Buying the brand’s aesthetics for the price of a cup of coffee and leaving a certified shot on social media has particularly captivated the hearts of MZ consumers.

Dior Cafe Cheongdam

As the status of K-culture rises, the domestic entry of F&B spaces presented by luxury brands is also increasing. The response from domestic consumers who want to enjoy both premium culinary culture and the brand’s philosophy is also enthusiastic. Notable examples include Dior Cafe filled with sweet desserts, Gucci Osteria, a restaurant that incorporates Korean aesthetics into traditional Italian cuisine, and the Big Pilot Bar, which is the world’s first cafe opened by the watch brand IWC in Seoul. Additionally, pop-up cafes and restaurants temporarily showcased by brands like Louis Vuitton, Jimmy Choo, and Valentino are also maintaining their hot popularity, with tables selling out as soon as reservations open.

Gucci Osteria

A restaurant that opened on the 6th floor of the Gucci House in Itaewon in 2022. Gucci Osteria Seoul.

IWC’s Big Pilot Bar, which opened on the 5th floor of the Lotte Department Store Main Branch for the first time in the world

The Big Pilot Bar of IWC, which opened for the first time in the world on the 5th floor of the Lotte Department Store Main Branch. Source: IWC

It’s not just foreign brands. Domestic fashion brands are also devoted to the cafe business. In particular, cafes run by fashion designers known for their culinary expertise fill the senses. Starting with Woo Young-mi’s Cafe Manmade, to Steve & Yoni’s specialty salt bread shop Avek Cheri, Cafe the Great, Andy & Deb’s Debbies Bistro, Ader Error’s Tongue Planet, and Park Chun-moo’s PCM Square, these places uniquely and trendily embody the designers’ philosophies and are beloved as true culinary spots for fashionistas.

Woo Young-mi Cafe Manmade Dosan

The Woo Young-mi Cafe Manmade Dosan, showcasing the beauty of nature.

Ader Error’s Cafe Tongue Planet

Ader Error’s Cafe Tongue Planet, gaining popularity among MZ with its unique sensibility.

Source: Adererror

Now, we shop with all five senses when we visit fashion stores. Instead of just browsing clothes, we linger in spaces filled with the aroma of coffee, deeply savoring the brand’s culture and artistic value. This is certainly different from drinking coffee at Starbucks. The power of spaces that extend beyond coffee and fashion leaves a deeper and more intense impression than one might think. Just as trends fade, but style remains.

Jimmy Choo’s Choo Cafe Popup

Jimmy Choo’s Choo Cafe, which opened as a popup in 2022. Source: Jimmy Choo