Inside view of 'Pierre Award at Louis Vuitton'.  (Provided by Louis Vuitton)

Louis Vuitton Dinner Course 230,000 won… Luxury industry in ‘restaurant marketing’

Inside view of ‘Pierre Award at Louis Vuitton’. (Provided by Louis Vuitton)

Following Gucci, Louis Vuitton also opened a restaurant and the luxury industry is engaged in ‘F&B marketing’.

Louis Vuitton received advance reservations for the pop-up restaurant ‘Pierre Sang at Louis Vuitton’ through ‘Catch Table’, a real-time restaurant reservation platform, from 6 pm on April 26th. From May 4 to June 10, daily lunch course (12:30 – 14:30), tea set (15:00 – 17:30), dinner course (18:30 – 21:30), etc. separated As soon as the reservation window opened, reservations began to close one after another, starting with weekend reservations in major time zones, and reservations for all time zones by day of the week were completed within 5 minutes.

According to the menu board published on Catch Table, the lunch course is 130,000 won and the dinner course is 230,000 won. Also, the tea set at 3 pm is 80,000 won. It is analyzed that consumers are interested in the fact that it is the first pop-up restaurant opened by Louis Vuitton in Korea even though the price is slightly higher than that of a regular restaurant.

The Louis Vuitton restaurant will be located on the 4th floor of the Louis Vuitton Maison Seoul in Cheongdam-dong, Gangnam-gu, Seoul. The head chef is Korean-French chef Pierre Sang Boyer.

Earlier, at the end of March, Italian luxury brand Gucci opened a restaurant called ‘Gucci Osteria da Massimo Botura’ on the 6th floor of the Gucci house in Hannam-dong, Seoul. On May 1, Dior will open a concept store that combines a store and a cafe in Seongsu-dong, Seoul. American fashion brand Ralph Lauren is also planning to open a cafe ‘Ralph’s Coffee’ in Seoul.

There is a reason why luxury brands are launching F&B business sites one after another. It is analyzed that this is to attract the attention of the MZ generation, who value experience and ‘certification shots’. The luxury industry can publicize the brand’s unique identity through food and beverage stores, while enjoying the promotional effect through SNS reviews and authentication shots that consumers actively share.

An industry official said, “A restaurant is a good space to convey the world view of the brand, as you can enjoy a meal for about 1 to 2 hours and stay for a long time and experience it. It is expected that other fashion brands will continue to open stores as the promotional effect through social media is also great.”

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