what happens when a luxury brand creates a cafe

when a fashion brand opens a café, it’s more than just a cup of coffee, it’s an experience. for younger generations, brand cafes are evolving into a multi-cultural space where they can experience fashion symbolism and lifestyle with all five senses, and where they can naturally experience the brand’s philosophy and identity.

why open a brand café?

• extendthe brand experience: Fashion brands use cafés to extend their brand emotion and identity beyond apparel to include space, food, and service.
• strengthen fandom and loyalty: Fans of the brand can visit on a daily basis, deepening their connection to the brand and making it more approachable to new customers.
• evolve into a multicultural space: Go beyond a simple cafe to a space that offers a variety of cultural experiences, including exhibitions, merchandise sales, and connections to the flagship store.
• Become a social media hotspot: Create a buzz on social media with a stylish interior, unique menu, and merchandise, and enjoy natural brand promotion.

real-life branded café examples

jACAFE (ZARA)

zara opened a cafe inside its Myeongdong Nunsquare flagship store, featuring an interior that blends tradition and modernity and a menu of Korean favorites such as crystal guarate and monaka. it offers an integrated shopping and relaxation experience with Zara’s fashion stores.

ralph’s Coffee

a café operated by Polo Ralph Lauren, the Garosu-gil location is popular for the brand’s classic sensibility, stylish interiors, and signature coffee and desserts. signature item: ralph’s Roast drip coffee, Uzi matcha latte, chocolate brownie, and more.

café Kitsuné

a café with a Maison Kitsuné flair, you can find this café at Garosu-gil and Hyundai Department Store Pangyo. you can enjoy fox cookies, signature lattes, merchandise, and other branded items.

pique Café (Gelato Pique Café)

a dessert café operated by Gelato Pique in Hannam-dong, it features a sweet menu of gelato and crepes and a cozy space.

café A.P.C. (Café A.P.C.)

this café by French brand A.P.C. was introduced at Lotte Department Store in Dongtan, and is characterized by its minimalist design, French-inspired space, and a variety of sweets.

cafe Madang (Hermès)

located in the basement of the Hermès Dosan Park flagship store, this café features all dishes and tableware by Hermès, and meals and desserts by chefs from the hotel.

aRKET Café

H&M Group’s Nordic lifestyle brand ARKET operates a café on the second floor of its flagship store in Sinsa-dong, featuring sustainable ingredients, healthy recipes, and vegan options.

how branded cafés are changing consumer culture

• a visit to a café becomes a brand experience and naturally builds brand fandom.
• customers experience the brand’s aesthetics and philosophy with all five senses, and it goes beyond simple consumption to a lifestyle that emphasizes the value of experience and space.
• It becomes a “hotspot” that they want to verify on social media, bringing the brand closer to the younger generation’s daily lives.

fashion brand cafes are “a touch point to experience the brand’s values and philosophy for the price of a slice of cake or a cup of coffee, and a space to increase brand loyalty and awareness.”

the bottom line

when a luxury brand creates a café, the space evolves beyond just selling beverages to become a cultural platform for brand and consumer interaction and engagement. this unique experience, which combines fashion, gastronomy, and spatial design, will continue to connect brands and consumers for years to come.