Firstly this is a smart and bold brand extension regarding the indulgence brands are promoting.
Secondly, food is a magnificent territory to tell stories. Way more popular, way more diverse, way more global than high-end products or materials.
Thirdly, these brands own awesome legacies. Cova was for instance the haunt of composers Giacomo Puccini and Giuseppe Verdi.
Fourthly, it’s heck of good spots downtown.
I hope they won’t make the mistake to replace these pieces of history by stores.