# Haute Couture Coffeeshops The New ‘Armani/Caffé’ Boutique Combines High Fashion a By | Published 2013-05-27 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/armanicaff References: [luxurylaunches](http://luxurylaunches.com/gastronomy/worlds-armanicaffe-opens-giorgio-armani-boutique-cannes.php) & [vogue](http://www.vogue.co.uk/news/2013/05/21/armani-cafe---giorgio-armani-boutique-opens-in-cannes) At the Cannes Film Festival, the Armani fashion house opened a [pop-up boutique](https://www.trendhunter.com/trends/saatchi-flowers-signature-cappuccino) called the Armani/[Caffé](https://www.trendhunter.com/trends/caffe-nero). This [café/boutique combo](https://www.trendhunter.com/trends/gold-house) lets patrons both shop and eat in style. The café side of the store features Armani-branded food and beverages, such as Armani teas, sparkling water and chocolates. It also boasts a large terrace, which can accommodate up to 70 people. The boutique sells the Armani lifestyle collection which includes formal wear, leather accessories and fragrances. The Armani/Caffé in Cannes is one of several in the Emporio Armani Caffé chain. The innovative decision to include a restaurant in its stores by one of the most luxurious brands in the world is spectacular. Armani has realized that shopping is an experience and to enhance that experience and better it for their customers they have produced something truly unique. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 33% | Activity: 74% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### What Makes This Trend Stand Out - **Retail-dining Fusion:** Combining retail and dining experiences creates a unique and immersive environment for customers. - **Branded Food and Beverage:** Luxury brands are expanding into the food and beverage industry by creating their own branded products. - **Enhanced Shopping Experience:** Luxury brands are focusing on creating memorable and experiential shopping experiences to attract and retain customers. ### Sectors Adopting This - **Fashion and Retail:** Luxury fashion brands are incorporating dining experiences into their stores to provide an all-encompassing shopping experience. - **Food and Beverage:** The inclusion of branded food and beverages in luxury stores provides a new market opportunity for luxury brands to diversify their offerings. - **Hospitality:** Luxury brands creating boutique cafés in their stores opens up possibilities for collaboration and partnerships within the hospitality industry. ## Related on Trend Hunter - [Luxury Italian Cafés](https://www.trendhunter.com/trends/luxury-italian-caf.md) - [Milanese-Themed Fashion House Cafes](https://www.trendhunter.com/trends/prada-caff.md) - [Immersive High-Fashion Retail Experiences](https://www.trendhunter.com/trends/bookstore-and-caf.md) - [Luxury Designer Airport Cafes](https://www.trendhunter.com/trends/louis-vuitton-cafe.md) - [Porcelain-Evoked Cafe Aesthetics](https://www.trendhunter.com/trends/cafe-ginori.md) - [Luxury Home Decor-Cafes](https://www.trendhunter.com/trends/new-caf-ginori-project.md) - [Luxe High Tea Cafés](https://www.trendhunter.com/trends/choo-cafe.md) - [Luxury Fashion-Branded Hospitality Projects](https://www.trendhunter.com/trends/restaurant-coffee-shop.md) - [Luxury Designer Cafe Takeovers](https://www.trendhunter.com/trends/burberry-takes-over.md)