A table at your favourite fashion boutique is becoming a hot reservation as brands look to offer a taste of ‘affordable luxury’ - and tap into a new market
Hanging upside-down above the lounge and bar area of fashion brand Coach’s first restaurant in Indonesia is a Big Apple taxicab. Designed by the New York-based label’s creative director Stuart Vevers in partnership with William Sofield of Studio Sofield, the Coach Restaurant and Coffee Shop aims to bring a Manhattan vibe to Jakarta’s Grand Indonesia Mall. The hovering vehicle is just one way the design duo transports diners to the U.S. metropolis more than 16,000 kilometres away.
Though the concept of luxury retailers introducing food and beverage destinations isn’t new – Ralph Lauren’s perpetually booked Polo Bar in midtown Manhattan, for example, celebrates its 10th anniversary this year – its growth captures where shopper habits are today. The 2022 EY Future Consumer Index Survey stated that “37 per cent of Canadians are prioritizing experiences over physical goods.”
Conversely, they’re also a platform for introducing a designer or retailer to a new customer without the consideration of a four-figure purchase. As Canadian retailer Holt Renfrew rolled out its revamped cafés across its properties on Toronto’s Bloor Street, Vancouver’s Dunsmuir Street and in Montreal’s Ogilvy outpost in recent years, special attention was paid to how the spaces would interact with the rest of the store’s atmosphere, as well as the surroundings of the store itself.
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