Les Echos Etudes has just published a report on the elective affinities between luxury and the world of hospitality and gastronomy, with a particular focus on lifestyle. The desire for beautiful tableware, gourmet treats and a cozy atmosphere has never been so strong among luxury customers seeking comfort and reassurance.
At the end of May, Louis Vuitton announced the reopening of its seasonal restaurant in Saint-Tropez, Arnaud Donckele & Maxime Frédéric at Louis Vuitton, for the third consecutive year. It offers everything that makes the art of living desirable for luxury, namely a strategic location, good food, a pleasant atmosphere, and tableware in the brand’s colors. The LVMH group’s luggage maker developed its first tableware collection in December 2023.
While the luxury goods market is sluggish (+0.2% in 2024 according to Echos Etudes) and the outlook for recovery is rather uncertain, many brands are taking advantage of this period to strengthen their presence in the lifestyle sector.
Whether in services (gastronomy and hospitality) or personal goods (home furnishings and branded residences), Les Echos Etudes analyzes this phenomenon in its latest study, “The experiential luxury markets: lifestyle, a new growth driver.”
A new territory of influence for luxury
While luxury brands have been expanding into the home sector for some time, this trend has accelerated considerably in recent years.
Italian brand Missoni and American brand Ralph Lauren werepioneers in interior design with their respective lines Missoni Home (1981) and Ralph Lauren Home (1983). They were joined by Fendi Casa in 1987.
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Featured photo: © Stéphane Muratet/Louis Vuitton
