I had to look for a few minutes to find the door to Sushi Park Saint Laurent’s flagship store in Paris, along Rue Saint-Honoré. The entrance was unassuming and dark, looking more like a staff entrance to the store rather than an entryway to a upscale retailer. Japanese restaurant. A hostess dressed in a black little dress then led me down dimly illuminated stairs to a omakase-style restaurant with dark woods, clean lines and light fixtures that were abstract in shape. The minimalist space was buzzing with servers dressed in Saint Laurent casual-smart. The chefs and servers worked in harmony as they served ten first-rate nigiri courses at a relaxed pace. It was a dining experience that rivaled a meal at any of the most coveted Parisian restaurants—and yet an addition to the Saint Laurent brand that I initially found to be entirely unnecessary. So why did it happen?
It’s not a new phenomenon that luxury fashion houses are now entering the hospitality industry. Elio’s Fiorucci was a popular brand in the 70s and 80s. New York City The flagship store was described by some as “a daytime Studio 54,” with a coffee bar and a coffee counter. Andy Warhol also had free office space in the store. The Fashion Cafe was launched by supermodels Naomi Campbell and Elle Macpherson in 1995. Rockefeller Plaza. Palazzo Versace is located in Australia’s Gold CoastIn 2000, opened the first hotel named after a designer.
Designer labels have carved out a place in the food, travel, and hospitality industries. Gucci Osteria was opened in 2009, as a collaboration between Massimo Bottura and the designer label. Florence The brand has expanded its presence to four outlets across three continents in 2018. Louis Vuitton launched a glamorous, fully-branded lounge-within-a-lounge at Doha International Airport In 2022. Dior has now two spas in Paris The French Riviera now has a new wellness retreat. Saint Laurent will import Sushi Park in 2025. Los Angeles Prada’s new store is designed by Wong Kar-wai, the Hong Kongese film director. Mi Shang Restaurants in Shanghai
There are also limited-edition hotel and fashion collaborations that occur with each season. Burberry is taking residence at The Newt in Somerset Lacoste has a new store at the beach this summer. Shangri-la Paris The new calendar is valid until October Missoni Resort Club The emergence of a new phenomenon Cali Mykonos In Greece. The point remains: This trend is not totally new—and yet seems to be reaching a zenith.
The idea is to create a brand destination that locals and tourists can enjoy. These built spaces bring to life a highly-curated world that exemplifies the brand—the slinky chicness of Saint Laurent’s Sushi Park, the iconic heritage of Tiffany’s at the Blue Box Cafe in LondonRalph Lauren’s Americana in the Polo Bar, a long-standing institution in New York City. They do give the designer-loving public a reason for visiting and shopping at adjoining boutiques. It’s a big win for the marketing team if guests gather and linger nearby to soak up the brand aura. It creates a relationship between a label and a possible customer. Although not everyone is able to afford a $6,000 Louis Vuitton miniature Capucines, a trip into the Louis Vuitton Café for a hot chocolate ($11) or an eclair ($14) is—comparatively—more accessible. These products also come with the LV Logo, making them easy to capture and post on social media. Brand fans can also purchase small swag, such as Saint Laurent-stamped lighters or Dior water bottles.
