An Off-White cafe opened its doors inside the famed Bon Marché department store in Paris late last month and celebrates the luxury label's evolving status as a lifestyle brand. Known for his background in product design and architecture, Off-White's founder Virgil Abloh is no stranger to unexpected collaborations -- recently teaming up with fragrance brand Byredo and furniture retailer IKEA.
His latest venture is a quirky Off-White cafe that combines luxury fashion with a souvenir-themed kiosk that offers branded postcards and other collectible merchandise. The department store pop-up is also home to a seating area for those looking to purchase a drink or a snack. The cafe exclusively carries products from Off-White's recent Wild & The Moon collection, including cold pressed juices, a Fashion Week-themed survival kit with energy shots and even branded popcorn.
The Off-White pop-up at Bon Marché will be open until March 31st and speaks to the heritage department store's desire to remain current and Millennial-friendly.
Why This Trend Is Growing
- Fashionable Food
- Luxury fashion brands are expanding beyond clothing and collaborating with food and beverage industries to create chic cafes.
- Brand Souvenirs
- Brands are merging merchandise with cafe experiences to create souvenir shops that offer unique and collectible items.
- Cultural Collaborations
- Collaborations between luxury fashion brands and unexpected partners creates culturally diverse cafe concepts.
Industries Being Reshaped
- Luxury Fashion
- Luxury fashion brands have an opportunity to expand into the food and beverage industry, creating cafe concepts that promote their brand identity
- Souvenir Retail
- Souvenir shops can expand into food and beverage to create unique experiences and offer exclusive branded merchandise.
- Interior Design
- Interior designers can create unique and quirky cafe designs that merge fashion, food, and collectible branded merchandise to attract younger audiences.
