As consumers shift their spending from high-end goods to experiences, luxury brands are increasingly venturing into hospitality. In 2023, Louis Vuitton launched a new restaurant at the White 1921 Hotel in Saint Tropez. Led by Michelin-starred chef Arnaud Donckele and pastry chef Maxime Frédéric, this seasonal eatery, set in the picturesque French Riviera, offered a delightful Mediterranean menu perfect for the breezy summertime.
After the success in Saint Tropez last year, the winning duo Arnaud Donckele and Maxime Frédéric are bringing the pop-up back to Saint-Tropez at the White 1921 Hotel on the Place des Lices.
The two chefs, who work together at the Cheval Blanc Paris hotel, bring to life a menu that features Donckele’s take on Mediterranean cuisine, while Frédéric reinterprets classic French desserts. This time, the 40-seat outdoor restaurant will remain open until the end of September and features rattan furniture and macramé accents. Replacing last year's blue hues, this season the Louis Vuitton monogram gets an upgrade. The colour palette ranging from coral to orange, and fuchsia, adorns everything from the tableware to the decor. Like most luxury designer cafes and Louis Vuitton restaurants, the brand's signature aesthetic is found across furniture, upholstery and tableware collections. The tableware collection is designed with tropical motifs like flowers, coral, and starfish, is available at the brand's nearby store and will be released worldwide on May 31. Take a look!
The Saint-Tropez boutique also offers the LV By the Pool resort collection, including ready-to-wear, bags, shoes, and accessories. Customers can enjoy a drink in the adjacent garden, and a customized Mini Moke vehicle is available upon request to transport guests between the store and other exclusive locations. The Saint-Tropez opening heralds the start of Vuitton’s resort activations, which include restaurants, cafés, and pool takeovers from Miami to Macau. Additionally, a temporary Louis Vuitton bar will open in Taormina, Italy, in June.