Louis Vuitton charges €55 for coffee at its new café, proving luxury brands can charge premium prices for experiences, not products. The café's meticulous details—stitching, colors, every touchpoint—reinforce the brand. Marketers should design entire customer journeys that reflect brand values, not just slap logos on things.
Imagine Nike built a hotel. Can you imagine the lobby? Can you imagine the rooms? I'm in front of Louis Vuitton Cafe. You probably know Louis Vuitton from its clothes, from its outfits, but Louis Vuitton did something really well. They built a high luxury brand. Now they're moving across sectors to do different things. Just the one set of the coffee time is about €55. They're able to charge this price because they use something that other people don't. People are looking for that experience. Every little thing designed in this coffee shop, in the small restaurant, is on brand, from the stitching to the color to little details that they have. Once you build a trusted brand, people will come to you no matter what sector you're going in. So if you're ever building a brand, think beyond the logo, think beyond the color, think about the entire experience that you want that customers to go through.
