From Runway to Restaurant: Luxury Brands Serve Up Immersive Dining
CREATIVE REVIEW #18
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CREATIVE REVIEW #18 〰️
THE BRIEF:
Luxury fashion isn’t just worn anymore—it’s eaten. Prada, Vogue, and Fendi have each launched cafés that turn brand loyalty into immersive dining moments, extending their style universes beyond closets and onto tabletops.
Prada Café: Harrods’ Green Dream
Hook: Originally a limited pop-up, it ran through 2025 thanks to endless queues.
Experience: Pistachio-mint interiors inspired by Marchesi and Prada’s Milan boutique, black-white check floors, bespoke tableware—think Wes-Anderson-meets-luxury espresso.
Vogue Café: Dine with the Glossies
Hook: “Eat the pages” of fashion’s bible.
Experience: Minimalist elegance—sleek lines, luxe finishes, fashion-forward plating that feels like a living magazine cover.
Fendi Caffé: FF-Logo Fever
Hook: Temporary pop-ups in fashion districts that double as social media hotspots.
Experience: Bold Fendi hues, latte-art logos, and custom décor. The fleeting nature fuels exclusivity.
🔑 Why They Work
Experiential Luxury: Fans engage with couture in a new dimension.
Immersive Storytelling: Every detail—from color palette to menu—reinforces brand DNA.
Social Resonance: Photogenic spaces drive billions of earned impressions.
New Touchpoints: Dining diversifies revenue and audiences.
📊 Results (Common Themes)
Massive earned media and share-worthy posts
Record-long queues and pop-up extensions
Elevated brand perception as lifestyle authorities
💡 Brand Takeaways
Translate DNA Authentically: Let your signature aesthetic guide every detail.
Prioritize Experience Over Transaction: Build moments people will talk about.
Design for the Feed: Visual environments are free marketing.
Harness Ephemerality: Limited runs create urgency and buzz.
Final Word:
These luxury cafés prove that fashion’s next frontier isn’t a runway—it’s an experience. By blending couture and cuisine, Prada, Vogue, and Fendi serve up brand loyalty on a silver platter.
Credits:
Prada Café
Interior Inspiration: Pasticceria Marchesi (owned by Prada Group)
Design: Bar Luce
Creative Agency: Nuova and Studio Temp
Architecture: Michele Bonan
Vogue Café Collaborators:
Designer: COOOP Studio
Director: Callie van der Merwe
Senior Associate: Roberto Zambri
Senior Associate: Calvin Janse van Vuuren
Client: Peter Wang
Media Production: Condé Nast
Publication: Vogue Australia
Venue: Vogue Cafe Sydney
Photographer: Kera Wong
Fendi Café Collaborators:
Agency Support: Avantgarde
Artistic Collaboration (Miami): The Estate and Archive of Antonio Lopez and Juan Ramos
Artistic Collaboration: Joshua Vides (bespoke artwork)
