# Designer Department Store Cafes An Off-White Cafe Pop-Up Opened Its Doors at the Bon Marché By Jana Pijak | Published 2018-03-13 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/offwhite-cafe References: [hypebeast](https://hypebeast.com/fr/2018/2/off-white-cafe-ephemere-bon-marche-gros-plan) & [24sevres](https://www.24sevres.com/fr-ca/le-bon-marche) An [Off-White](https://www.trendhunter.com/trends/ibiza-beach-club) 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](https://www.trendhunter.com/trends/perfume-library) and furniture retailer [IKEA](https://www.trendhunter.com/trends/Experiential-retail-communities). 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. ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 98% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### 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. ## Related on Trend Hunter - [Luxury Fashion Label Cafes](https://www.trendhunter.com/trends/dior-cafe.md) - [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) - [Luxury Designer Airport Cafes](https://www.trendhunter.com/trends/louis-vuitton-cafe.md) - [Luxury Menswear Apparel Pop-Ups](https://www.trendhunter.com/trends/louis-vuittons-soho-popup.md) - [Immersive High-Fashion Retail Experiences](https://www.trendhunter.com/trends/bookstore-and-caf.md) - [Luxury Retail Restaurants](https://www.trendhunter.com/trends/monsieur-dior.md) - [Luxury Designer Cafe Takeovers](https://www.trendhunter.com/trends/burberry-takes-over.md) - [Contemporary Luxury Retail Spaces](https://www.trendhunter.com/trends/contemporary-luxury.md)