ENJOY YOUR FOOD: Louis Vuitton, long synonymous with its famous monogram, could soon be thought of for appetizing meals too.
Venturing further into the hotel business, the French luxury giant is opening a summer restaurant in Saint-Tropez at the White 1921 hotel on Place des Lices, WWD has learned.
The 40-seat open-air restaurant, slated to open June 17 for the summer, is not attached to a Louis Vuitton store, although there is one nearby.
The restaurant is called Mory Sacko chez Louis Vuitton, named after the promising chef of the MoSuke restaurant in Paris, which has a Michelin star.
According to Vuitton, the vegetable-rich menu will offer “global recipes where African and Japanese influences meet the know-how of French cuisine”. For lunch, Sacko plans to offer gourmet versions of the Japanese lunch box known as an “ekiben,” here made up of glass containers on a custom-made wooden tray.
Sacko also contributed decor, which includes a wooden floor on the ship’s deck, rattan chairs and hanging lamps, and a leafy wall dotted with carved monogram emblems.
The French luxury giant opened its first Vuitton café and restaurant in 2020 at its flagship store in Osaka, Japan, and followed up last year with an LV Café and chocolate shop at its new seven-story Ginza Namiki flagship in Tokyo. .
In addition, last month the brand launched a pop-up restaurant in its flagship in Seoul’s Gangnam district, this Louis Vuitton Café will be overseen by Korean-born French chef Pierre Sang Boyer, who runs several restaurants in Paris.
Michael Burke, chairman and CEO of Vuitton, hinted that restaurants and even hotels could be a future avenue of expansion for the megabrand.
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