Every brand is talking about hospitality, embedding it deeply into their business strategies.

Every brand is talking about hospitality, embedding it deeply into their business strategies. From new cafes (Jacquemus Café in Seoul, Zara Cafè in Dubai, CAFFÈ RIMOWA at Milan Design Week, Prada Caffè in London) to restaurants (The Coach Restaurant in Indonesia, Monsieur Dior in Osaka), luxury brands are transforming into immersive venues embodying the brand's aesthetic, becoming a destination in itself and a way for guests to fully immerse themselves in the brand’s world. Louis Vuitton’s ambitious 6,000 m² hotel project on the Champs-Elysées exemplifies this trend. Moreover, collaborations like Il Pellicano Hotel partnering with Aquazzura and Matches highlight how venues and brands are increasingly intertwined to enhance customer experiences.

Hospitality: The art of welcoming, entertaining, and developing an intimate relationship between guest and host. Today, this experience extends to all kinds of brands, transcending traditional hospitality boundaries.

Venues Become Brands

Luxury brands are creating immersive environments that showcase their identity and ethos. This hybridisation between brands and spaces is driven by the need for new, exciting experiences following the restrictive pandemic period. Consumers are eager for venues where they can evolve, interact, learn, and engage in new activities, making their buying experiences more dynamic and fulfilling.

According to a VML study, 70% of customers prefer spending money on experiences rather than objects. This statistic underscores the shift towards experiential value over material possessions, making the integration of hospitality into brand strategies not just a trend but a necessity.

Key Hospitality Ingredients

1. Immersion:
Brands transform their venues into spaces that stage their history and intimacy, offering an immersive experience. The physical embodiment of a brand's identity in these spaces allows customers to connect on a deeper level.

2. Human-Centric:
The human aspect is central to a successful hospitality experience. It embodies the brand's world and creates a sincere, authentic bond with customers, enhancing loyalty and emotional connection.

3. Memorable:
With the proliferation of touchpoints, brands must innovate in their sales ceremonies to create memorable and lasting customer experiences. Every interaction should leave a positive, lasting impression.

Examples of Hospitality in Luxury Brands

Venues and restaurants like the river cafe London, Big Mammas are know for extending their hospitality through various channels. Beyond their popular restaurants, they offer products such as tableware, cookbooks and put in an array of popups and collabs.

Big Mama UKs venture into interior design with their sub brand Studio Kiki exemplifies how a brand can diversify while maintaining its core identity, providing B2B services that further solidify their brand presence.