The fashion industry has countless examples of entering the food and beverage industry, with even Dior recently planning to open a new restaurant at its soon-to-be-reopened flagship store on Paris’s Montaigne Avenue, allowing everyone to experience the brand’s aesthetics in different aspects of life. In addition to the fashion industry, the watch industry also has a representative venturing into the food and beverage industry: Jaeger-LeCoultre.
Jaeger-LeCoultre recently celebrated the 90th anniversary of the Reverso watch series by opening its first temporary cafe, 1931 Café, at the Shanghai K11 Art Mall. They also invited Nina Métaye, a pastry chef who has twice been awarded “Pastry Chef of the Year” and is based in Paris, to design three creative desserts full of brand elements for the cafe.
In addition to exquisite desserts, the brand has also put a lot of thought into the decoration design of the coffee shop. Geometric patterned marble floors, frosted glass chandeliers with shiny chrome, velvet, lacquered wood, and other decorative elements create an elegant interior reminiscent of luxury cruise ships from the 1930s or grandiose movie scenes. This limited-time coffee shop will be open until mid-August, and will continue in the heart of Paris in the fall, giving more fans the opportunity to experience it!
