Libération quotes HABILE in its latest article
When we discovered this morning that Libération was talking about us in today's edition, we were very, very, very happy!
Being cited among these big names in fashion makes us a little dizzy, but it pushes us even more to surpass ourselves!
To infinity and beyond!
Here is the article from the July 28, 2022 edition written by Marie Ottavi:
Fashion goes to the table
Fashion and luxury brands are opening their restaurants and cafes, sometimes ephemeral, to give their customers back the taste for the physical experience.
The luxury sector may be doing wonderfully, but there, as elsewhere, we are struggling to make customers want to come back to the store. Because Covid has driven consumers away from physical points of sale, competing with the Internet and its ease of use. After investing in the world of art, fashion is now expanding into gastronomy and the vast sector of the art of living.
Marielle Dubois, creative director of the event design and production agency Atelier Lum, works with numerous luxury brands. Her organization was notably responsible for two forays by Louis Vuitton outside its historical territory (leather goods and clothing), with the development of a pop-up bookstore in Arles, on the sidelines of the Rencontres de la photographie, and that of the decor of a restaurant run by Mory Sacko, located in the White 1921 hotel in Saint-Tropez, which is no small feat given that the port and its beaches are saturated with not always successful projects. This is the first time that Louis Vuitton has partnered with a Michelin-starred chef to open a restaurant, recalls Marielle Dubois, who brought to life the inspiration of Sacko, famous since his participation in the TV show Top Chef, who wanted a place with natural tones, and anything but flashy. The restaurant, open for three months, has around forty seats, and is not attached to a brand boutique. In addition to partnering with one of the most popular chefs of the moment, the challenge for Louis Vuitton is to get closer to its customers by creating a new bond with them, while gaining perspective. Marielle Dubois: «Brands are trying to instill their state of mind across different sectors to show a lifestyle that suits them. They want to have a more global approach.»
Being cited among these big names in fashion makes us a little dizzy, but it pushes us even more to surpass ourselves!
To infinity and beyond!
Here is the article from the July 28, 2022 edition written by Marie Ottavi:
Fashion goes to the table
Fashion and luxury brands are opening their restaurants and cafes, sometimes ephemeral, to give their customers back the taste for the physical experience.
The luxury sector may be doing wonderfully, but there, as elsewhere, we are struggling to make customers want to come back to the store. Because Covid has driven consumers away from physical points of sale, competing with the Internet and its ease of use. After investing in the world of art, fashion is now expanding into gastronomy and the vast sector of the art of living.
Marielle Dubois, creative director of the event design and production agency Atelier Lum, works with numerous luxury brands. Her organization was notably responsible for two forays by Louis Vuitton outside its historical territory (leather goods and clothing), with the development of a pop-up bookstore in Arles, on the sidelines of the Rencontres de la photographie, and that of the decor of a restaurant run by Mory Sacko, located in the White 1921 hotel in Saint-Tropez, which is no small feat given that the port and its beaches are saturated with not always successful projects. This is the first time that Louis Vuitton has partnered with a Michelin-starred chef to open a restaurant, recalls Marielle Dubois, who brought to life the inspiration of Sacko, famous since his participation in the TV show Top Chef, who wanted a place with natural tones, and anything but flashy. The restaurant, open for three months, has around forty seats, and is not attached to a brand boutique. In addition to partnering with one of the most popular chefs of the moment, the challenge for Louis Vuitton is to get closer to its customers by creating a new bond with them, while gaining perspective. Marielle Dubois: «Brands are trying to instill their state of mind across different sectors to show a lifestyle that suits them. They want to have a more global approach.»
Bling-bling
La gastronomie permet de laisser un souvenir durable dans l'esprit du public. Et de poster de jolies photos “brandées” sur Instagram. S'associer à un chef est aussi l'opportunité de marquer un territoire et de s'approprier son aura. Comme Gucci, figure de proue du groupe Kering, qui vient d'inaugurer un café et bar à cocktails à Florence - ville natale de son fondateur Guccio Gucci -, où elle a déjà ouvert une osteria dont la carte est signée du chef italien Massimo Bottura. Dior a confié les fourneaux de son restaurant Monsieur Dior, situé dans l'immeuble historique de la maison de couture, avenue Montaigne à Paris, à Jean Imbert - autre révélation de Top Chef. Boss s'est pour sa part associée avec la pâtisserie Vitti, l'un des établissements les plus réputés de Rome, pour inaugurer son café. Alain Ducasse s'est allié à Chanel avec qui il a ouvert il y a quatre ans le restaurant Beige à Tokyo ; Prada a investi son fief de Milan où elle détient un café et un restaurant au sein de la fondation ; Versace a plusieurs tables bling-bling à Dubaï ; Ralph Lauren a installé le Polo Bar à New-York ; Armani possède des restaurants et des cafés dans le monde entier.
Plus grand public, le prêt-à-porter cherche aussi à se diversifier, à l'image des cafés Kitsuné. Habile est une jeune marque hybride fondée par la créatrice Camille Andrieux et le cuisinier Eric Fontanini. Dans le Xe arrondissement parisien, ils ont imaginé un concept qui allie table et marque de mode. L'influenceuse Jeanne Damas avait ouvert un restaurant lié à sa marque Rouje, dans le 2e arrondissement de Paris, qui a fermé aujourd'hui. Jacquemus avait, lui inauguré le restaurant Citron en partenariat avec la marque de Caviar Kaspia, aux Galeries Lafayette des Champs-Elysées en 2019, ouvert pendant un an.
«Flânerie». L'univers de Simon Porte Jacquemus, inspiré de son Sud natal, de ses couleurs et de son artisanat, s'est matérialisé l'an dernier à travers la création d'une boutique de fleurs éphémère à Paris.
Le nouveau président de la Fédération française du prêt-à-porter, Yann Rivoallan, confirme que les marques se diversifient notamment pour pallier la baisse de fréquentation des magasins physiques : «Le trafic en boutique baisse depuis plus de dix ans avec le développement du numérique. Quand on y va, on sait ce qu'on veut acheter et il y a moins ce côté flânerie. Il faut donc créer une expérience et donner aux clients l'envie de venir, en proposant notamment plus de services.» Observateur privilégié du milieu de la mode, il constate qu'«au-delà du fait de proposer des services, avoir un concept avec des valeurs. Quand j'achète produit Rouje, je m'achète une partie de la vie de l'influenceuse Jeanne Damas ; quand je vais dans son restaurant, j'achète aussi une petite partie de son univers».
Marie Ottavi