Coffee breaks are having a fashion-forward moment

Picture this: you’re at a café. But it isn’t your trendy barista down the street; it’s replete with a floral wall, monogrammed lattes, and a pastry almost too artistically pretty to eat. Welcome to a world scented by freshly ground single-origin coffee beans, where a coffee break is a fashion statement.

 

 

Sipping on style

Over the years, luxury powerhouses have realised that people don’t want to merely wear their logo: they want to live the experience. There is a world of routine beyond a coveted handbag, and brands are ensuring that even everyday rituals are transformed into fashion-forward experiences. Pop-up cafes by the likes of Louis Vuitton, Prada, Coach, and Dior have emerged in fashion capitals and cities across Southeast Asia, offering an immersive experience that crafts a tale of sensory haute couture.

Branded hospitality encompasses the house’s signature in every aspect: whether it is the pop-up Dior Café experience at Malaysia’s One&Only Desaru Coast Club, which interprets local produce with a French flavour, or LV The Place in Bangkok, Thailand, that offers a seasonal menu bringing together Thai cuisine with Louis Vuitton’s aesthetic. The aroma of artisanal brews is just latte art atop your monogrammed cup. Every detail, from the carefully curated interiors to the texture of the paper napkin, is thoughtful and elegant. 

 

Coffee and treats as luxury accessories

The foremost appeal of a pop-up café is the exclusivity. The idea of an ultra-chic brand extending an invitation, elevating a simple coffee break into a temporary and special experience, is almost too tantalising to pass up.

The Coach Café in Singapore, for instance, features warm red and wood interiors, a wall lined with cassettes, and an opulent date-night ambience. In partnership with local coffee roastery Brawn & Brain, the space features all-day breakfast, mains, and American-diner-inspired dessert. It was built on the fame of its predecessor, the Coach Tabby Shop, which was an irresistible strawberry-pink roving van featuring the iconic Tabby bag, and in collaboration with artisanal ice-cream brand Inside Scoop. Two unique flavours were crafted for this pop-up that matched the summery hues of the Tabby: Yuzu Mango Tango and Honey Lavender.

Swiss watch giant Audemars Piguet also marked its debut on the café scene in Singapore with a range of offerings, from traditional Swiss dishes like roesti and raclette, coffee by a local bakery, Burnt Ends, and enchanting desserts like Swiss rolls with honeycomb and honey ice-cream. 

 

Curated brand experiences

Luxury giants making their foray into the world of food and drink is as fashionable as you’d expect. Take the Prada Marchesi 1824 Café in Milan, for instance: the stone façade inlaid with Marchesi’s classic gold leaf motif, marble-topped tables, fine china tableware from Rosenthal, pistachio-velvet-lined chairs, light-filled corners and shelves artfully stocked with books, all add to its delectable display of cakes, chocolates and pastries. Café Dior at the Dior Gold House in Bangkok boasts a menu crafted by three-Michelin-star chef Mauro Colagreco, and features nature-inspired offerings such as L’Abeille, a signature dessert of honey mousse with jasmine and hazelnut, adorned with the Dior bee motif.  

 

 

The regional draw for extravagant experiences is an intense driving factor, and the delicious layers, like VIP tastings, artisans showcasing their craftsmanship and limited-edition offerings, only add to its allure of amplified exclusivity. Coffee, once considered a usual part of one’s routine, is being treated as a collectible experience in the hands of luxury houses. If a flagship store can be seen as intimidating, a café experience gently beckons with the same signature aesthetic. From jewel-like confections to spotlighting limited-edition merchandise like delicately speckled pastel cups and coffee-table books, the entire visit is about immersive storytelling and an opulent experience.

 

Photo credits: The brands


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