Daily Insights

Luxury Brands That Lunch

By: Mackenzie Baker | Feb 04, 2020

Louis Vuitton is ready to dig into the restaurant business. 

The luxury fashion company is set to open a cafe, Le Cafe V, and restaurant, Sugalabo V, on the top floor of its new flagship store on February 15th. Acclaimed chef Yosuke Suga is crafting the menus and both eateries’ aesthetics will be decorated in classic Louis Vuitton style—with tableware and furniture all inspired by the brand’s recognizable monogram. 

The flagship, which is located in Osaka, Japan, is called the Louis Vuitton Maison Osaka Midosuji. Since Osaka is an important port city in the country, the store decor will carry notes of nautical details in homage to the city’s history. For example, the flagship’s showroom is designed to look like the inside of a Japanese cargo ship, with the walls painted to reflect a ship’s white sails. Louis Vuitton chose the city as the flagship’s new location to reflect its growing role as an international shopping hub.

LVMH, the brand’s parent company, has been rapidly expanding beyond the traditional retail sector. Louis Vuitton will join fellow luxury brand Dior, which is opening a restaurant at the company’s Avenue Montagne location in Paris, and Tiffany, which boasts The Blue Box Cafe on Manhattan’s Fifth Avenue. Luxury dining has become a rising trend as it helps drive in-house sales while allowing brands to focus on differentiation, according to a Gartner report on the topic. 

Top-tier fashion labels have been slower to embrace the restaurant trends than department stores and retailers. However, Louis Vuitton’s curated menus and exclusive seating at its Osaka flagship could signify that the trend is, in fact, catching on for luxury labels.