Luxury brands Gucci and Louis Vuitton are engaged in fierce competition by opening restaurants side by side in Cheongdam-dong, Gangnam-gu, Seoul.
According to industry sources on the 2nd, Gucci will open an Italian restaurant called "Gucci Osteria da Massimo Bottura Seoul" on the 5th floor of its Cheongdam flagship store on the 4th. This is a renovated space that transfers the "Gucci Osteria Seoul," which opened in Itaewon in 2022, to Cheongdam.
Earlier, Louis Vuitton unveiled its first permanent restaurant, "Le Café Louis Vuitton," within the "Louis Vuitton Maison Seoul" on the 1st. Currently, Louis Vuitton operates brand cafes and restaurants in Paris, New York, Tokyo, Milan, Bangkok, and other locations through the "Louis Vuitton Culinary Community." The brand has attracted attention with a differentiated concept, applying its iconic monogram pattern to tableware and even embossing dumplings with the design.
The two restaurants are expected to become a strong competitive stage for luxury brands in the dining business, located near Apgujeong-ro on the same block. Meanwhile, Hermès operates "Café Marais" in Sinsa-dong, and Dior runs "Café Dior" in Cheongdam and Seongsu-dong, indicating an active entry of luxury brands into the dining market.
The strategy of luxury brands establishing restaurants and cafes as core spaces for brand experiences beyond simple product sales is seen as a way to expand touchpoints with consumers and enhance brand loyalty. The aim is to create new demand by providing opportunities to experience luxury culture at relatively reasonable prices instead of spending millions of won on products.