Hermes and Dior Also Enter F&B Business
A Strategy to Expand Brand Experience Beyond Consumer Goods Sales
The era when global luxury brands were solely responsible for the "clothing" aspect of basic necessities is coming to an end. Gucci and Louis Vuitton are now beginning to compete not in fashion, but in the restaurant sector. According to industry sources on September 2, Gucci will open the restaurant "Gucci Osteria da Massimo Bottura Seoul" on the fifth floor of its Cheongdam flagship store on September 4. This is a relocation and renewal of "Gucci Osteria Seoul," which originally opened in Itaewon in 2022, now moving to Cheongdam. Gucci explained that the space has been designed to allow guests to experience the brand's identity through luxurious and sophisticated interiors and a carefully curated menu.
Gucci Osteria Seoul and Louis Vuitton Maison Seoul, relocated and renewed in Cheongdam-dong, Gangnam-gu. Gucci and Louis Vuitton
Previously, on September 1, Louis Vuitton opened its first permanent restaurant, "Le Cafe Louis Vuitton," at "Louis Vuitton Maison Seoul" in Cheongdam-dong. Through the "Louis Vuitton Culinary Community," the brand operates Louis Vuitton cafes and restaurants in Paris, New York, Tokyo, Milan, Bangkok, and other major cities. Notably, Louis Vuitton's signature monogram pattern has been applied to tableware and even engraved on dumplings, attracting significant attention. "Gucci Osteria Seoul" and "Le Cafe Louis Vuitton" are located on the same block along Apgujeong-ro, setting the stage for luxury brands to compete in the food and beverage business in Cheongdam-dong.
'Accessible Luxury': Luxury Brands Expand into Food & Beverage (F&B) Sector
Hermes and Dior also operate 'Cafe Madang' (Sinsa) and 'Cafe Dior' (Seongsu·Cheongdam), respectively. Hermes·Dior
In addition to Gucci and Louis Vuitton, Hermes and Dior are already operating "Cafe Madang" (Sinsa) and "Cafe Dior" (Seongsu and Cheongdam), respectively. The expansion of luxury brands into food and beverage (F&B) businesses such as restaurants and cafes is seen as a strategy to broaden brand experiences beyond simply selling consumer goods. Especially since Korea is ranked as the world’s seventh-largest luxury market, lowering the entry barrier is expected to increase satisfaction among those eager to experience luxury brands. Furthermore, by allowing consumers to directly experience luxury culture in offline stores, these brands aim to strengthen customer loyalty. This also reflects the demand from consumers who wish to experience luxury brands at relatively reasonable prices, rather than purchasing products that cost millions or even tens of millions of won. An industry insider commented, "As luxury consumption diversifies from just bags to all aspects of lifestyle, luxury brands are expanding their scope to provide differentiated brand experiences."
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