Heathrow Airport opened a new designer café, Le Café Louis Vuitton, this week.
The latest food advert, made in collaboration with Parisian chef Cyril Lignac, is a sign that, despite often seeming like a fad, there is a growing appetite for luxury restaurants.
While the opening of the airport increases the accessibility of designer cafes, the concept is nothing new, and luxury lovers have long been drinking logo-embossed cappuccinos around the world, including at Vivienne Westwood’s cafe in Shanghai .
As expected, the products were priced at a premium, with London’s Prada Café charging a staggering £6.25 for a cup of tea and Café Louis Vuitton charging £9 for a Pain au chocolate.
Despite the cost of living crisis, it’s a trend that luxury brand expert Nguyen Huy believes will continue. He explained that customers, especially the social media generation, are eager to be associated with “the level of luxury and exclusivity” of places.
Italian fashion brand Prada made fans travel to Harrods to buy their designer mini gifts, which cost £15 a piece.
“Designer cafes, like the one at Louis Vuitton at Heathrow, tap into the luxury experience that has become a key trend in recent years,” Huy explained.
He continued: ‘These spaces are not just for having a coffee; It’s about offering a complete lifestyle experience. People who visit these cafes are looking for more than just food or drinks: they want to immerse themselves in the brand’s identity.
‘It’s the same reason people buy designer clothes or accessories. They don’t just pay for the product; “They are paying for the association with that level of luxury and exclusivity.”
In a world where people are willing to flex their social media lifestyles, it’s relatively easy for brands to find customers willing to take selfies and record content in stores.
Huy said: “The customer base is generally made up of affluent and fashion-forward people, often younger consumers attracted to high-end experiences.”
‘These are people who follow brands like Louis Vuitton for more than just their products, but also for their status, style and exclusivity. The coffee itself becomes an extension of that.
“It is not surprising to see this arise at an airport like Heathrow, where foot traffic is international, often rich, and looking for unique experiences during the journey.”
‘As for the quality of the food, luxury brands do not skimp on it. When you walk into a designer café, there is a certain expectation that everything, down to the pastries and coffee, will be top quality.
A TikTok creator, who goes by the name @internetcult, shared a snapshot of the food on offer at Vivienne Westwood cafe in Shanghai.
Content creator Brad, who goes by @bradsplanet_, rated Ralph’s by Ralph Lauren a 9.5 out of ten.
“Whether it’s worth the price is subjective, but for those who value the brand and the experience, it’s more about the environment and connection to the brand than just the quality of the coffee itself.”
While most trends come and go, Huy believes designer cafes are different, saying, “This trend doesn’t strike me as a fad.” People have shown that they are willing to pay for experiences that go beyond the ordinary.
“As long as brands continue to innovate in the way they deliver these experiences, I think this will last for quite some time,” Huy concluded.
Streamline PR founder Joseph Hagan agreed that there has been an “increased demand for high-end venues, particularly among luxury consumers who are attracted to the lifestyle that brands like Louis Vuitton represent.”
He explained that the rise of designer cafes is not due to the gastronomic element, but rather the feeling of “exclusivity” and the social media influence that accompanies the experience.
“It’s not just about the coffee or the food, but the experience and exclusivity that comes with dining in a space tied to such an iconic name,” he said.
Joseph continued: ‘Many influencers use designer cafes as content pieces, showcasing their lifestyle and creating visually stunning posts that align with the luxury brand’s aesthetic.
Chef Cyril Lignac (pictured) said he was “delighted with this new experience we are creating for travellers”.
Content creator @eatsmarily shared her food order at Louis Vuitton’s new Heathrow Airport cafe
A quick scroll through social media reveals a large number of people filming content on location.
Food content creator @eatsmarily, who divides her time between London and Athens, was one of the first to share a TikTok at the Louis Vuitton cafe at Heathrow Airport.
He said the new food venue was the “perfect complement” to Heathrow. With a friend, she dined on a crab and avocado salad for £32, a slice of avocado on toast for £18 and a crab and avocado salad for £22.
Elsewhere, content creator Brad, who goes by @bradsplanet_ on TikTok, went to Bond Street to try Ralph’s.
“The time has come to review another coffee shop and today we have a very special one for you,” he began. Brad continued: ‘We’re in Ralph’s cafe, next to Ralph Lauren himself. Now this place is luxurious, it really has the feel of pure class.”
‘Disclaimer, this place is not cheap – almost £10 for a brownie and a flat white. I had high expectations and I will say that they were met. It’s a great, smooth cup of coffee, and the brownie is chewy and very good.
He concluded: ‘It’s a great place to treat yourself; I would give it a 9.5 out of ten.
Meanwhile, a TikTok user named @internetcult shared a clip from the Vivienne Westwood Café in Hong Kong, where customers indulge in sweet treats and savory foods with orb reliefs.
Joseph explained that in these stores the products are made with top quality ingredients.
‘When it comes to the quality of the products, nothing less than premium is expected. “Whether ‘worth the price’ is subjective, some see the value in the overall luxury experience, while others may see it more as a splurge,” he said.
At Louis Vuitton’s Le Café Cyril Lignac, menu highlights include a truffle croque-monsieur for £28, a lobster roll for £30 and a traditional beet salad for £25.
When MailOnline visited Prada’s pop-up cafe at Harrods last year, prices were similarly high: the store charged £6.25 for a cup of tea, £6.50 for a cappuccino and £6.95 for a bottle of water mineral with gas.
Among the most popular dishes on the menu were the individual glazed sponge cakes, adorned with the ‘Prada Milano’ logo and available in lemon, apricot, hazelnut, strawberry and pistachio.
The mini treats (or ‘monoportions’ as the cafe calls them) cost £15 and can be devoured in a couple of bites.
Alternatively, sweet-toothed customers can opt for a box of 12 designer chocolates for £50.
“As for the lasting trend, I think it’s here to stay for a while, as more consumers look for lifestyle-driven experiences to merge their love of fashion, food and social media in one place,” Joseph concluded.