I don’t always talk about luxury but when I do, it’s to tell how I like this idea of brands buying pastries. First LVMH and Cova. Now Prada and Marchesi.
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.
Bon appétit:
