\t\t\t\t\t\t\tBrands are increasingly offering us places to physically hang around, and Staedtler\u2019s cafe is a fine example of the genre.\t\t\t\t\t\t\t<\/p>\n
The rise of the brand caf\u00e9 is physical proof that companies are eager to become destinations.<\/p>\n
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The latest example comes from STAEDTLER’s \u2018Home of the Pencil\u2019, created by experiential agency Hyperactive London.<\/p>\n
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Located on Monmouth Street in Covent Garden, the pop-up celebrates 125 years of the iconic Noris pencil through workshops, artist collaborations, live portrait sessions and hands-on creative experiences. Oh, and Mylene Klass helped bring a bit of star power to the proceedings. <\/p>\n
\t\t\t\t\t\t\tLouis Vuitton Caf\u00e9 Maxime Fr\u00e9d\u00e9ric\t\t\t\t\t\t\t<\/p>\n
In an age when consumers are chronically online, cafes and pop-up experiences are a powerful (and pretty called for) remedy.<\/p>\n
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Located above Louis Vuitton’s LV Dream exhibition space in Paris<\/a>, the caf\u00e9 was created in partnership with celebrated pastry chef Maxime Fr\u00e9d\u00e9ric, who was named Gault & Millau’s Pastry Chef of the Year.<\/p>\n
<\/p>\n The caf\u00e9<\/a> sits inside a lush, tropical-inspired environment overlooking the Seine and incorporates Louis Vuitton design codes throughout its pastries, chocolates and tableware.\u00a0<\/a><\/p>\n
<\/p>\n Unlike many brand caf\u00e9s, this wasn’t simply a coffee counter attached to a store. Visitors could experience the LV Dream exhibition, eat from a specially designed lunch menu, book Louis Vuitton-themed afternoon tea experiences and participate in seasonal culinary activations and limited-edition menu launches.<\/p>\n \t\t\t\t\t\t\tRalph’s Coffee (Ralph Lauren)\t\t\t\t\t\t\t<\/p>\n Of all the examples, Ralph Lauren probably deserves credit for popularising the modern luxury-brand caf\u00e9.\u00a0<\/p>\n
<\/p>\n The first Ralph’s Coffee opened in New York in 2014 overlooking Fifth Avenue. Ralph Lauren described it as a place where people could “come together and take a break from their busy days.”<\/p>\n
<\/p>\n Features typically include Polo Bar desserts, branded coffee blends, Ralph’s merchandise, coffee carts, trucks, kiosks and permanent caf\u00e9s.<\/p>\n \t\t\t\t\t\t\tSKIMS Caf\u00e9s and Diner Takeovers\t\t\t\t\t\t\t<\/p>\n SKIMS has taken a more contemporary approach, using temporary hospitality activations around launches rather than permanent caf\u00e9s.<\/p>\n
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