Fashion Scoops
Your Cup Of Tea
Golden Goose’s co- creation concept is expanding to food and beverage land.
The luxury shoe brand is opening its first in-store café in Bangkok under the Younique moniker, aimed at adding another layer to its community-driven approach.
Debuting at the newly opened Golden Goose store in the Thailand capital’s EmQuartier shopping mall on Thursday, Younique features a brushed steel countertop and a few tables scattered on the side.
The concept is poised to provide customers with a customized food and beverage experience to complement their shopping spree, with hot drinks and pastries personalized to reflect the shopper’s mood.
As customers wait for their fashion items to be packed, they are invited to join the café where iPad stations prompt the question “How do you feel today?” with multiplechoice answers to select, including happy, moody, sleepy and stylish, to name a few. A high- tech vendingstyle machine readies a takeaway hot beverage cup bearing customized smile
inducing messages, such as “this feels good.”
For clients with more time to spend in- store, Golden Goose is furthering its co- creation program already applied to footwear allowing them to select a range of toppings, including gold leaves, to customize desserts and hot drinks, the latter served in porcelain cups also revealing hidden messages.
The menu infuses Italian coffee culture with local influences, flavors and dishes. It comprises four sections, such as Icons — think tiramisù cakes, affogato or ice cream floats, and the tripleshot espresso coffees — and Signatures, which is to include a local pastry different for each location, as well as hot and cold selections, manual brews and desserts.
Younique is going to be rolled out across other boutiques globally, including in Nanjing and Xiamen, China; Seoul; Dallas, and New York.
The concept builds on fashion’s increasing venture into the food, beverage and hospitality worlds, from Prada Group’s Marchesi pastry shops and Dior adding the Monsieur Dior restaurant and a
Dior pastry café inside its mega- flagship at 30 Avenue Montaigne in Paris to fashion entrepreneurs such as Moncler’s chairman and chief executive officer Remo Ruffini investing in food via its Archive Srl vehicle, which owns stakes in tony seafood Langosteria restaurants and cult pizza restaurant Concettina ai
Tre Santi.