Luxury Crossover! Bvlgari Collaborates with Coffee Brand

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Is Coffee the Ultimate Destination for Luxury Brands?

Can't afford Bvlgari jewelry? You can still have a cup of their collaborative coffee!

Recently on social media, I saw that Italian high-end jewelry brand Bvlgari has collaborated with Singapore-based coffee brand Bacha Coffee to launch an in-store Bvlgari x Bacha Coffee pop-up shop, with the collaboration running until the end of January next year.

Italian luxury brand Bvlgari is a multi-faceted brand. If you like this brand and also happen to love coffee, then this brand new pop-up shop will definitely catch your attention.

Like Bacha Coffee's other takeaway shops, each coffee at the pop-up costs 8 Singapore dollars. The coffee is served in a tray that also contains honey sticks and their signature fresh cream. The unique feature of the Bvlgari collaboration is that the coffee cups use a special starry Bvlgari cup sleeve, adding a touch of luxury to the coffee experience.

At the pop-up store, you can taste multiple flavors of limited edition blend coffees, all specially designed for this event in collaboration with Bacha Coffee. Each coffee is freshly brewed to order, but since the pop-up is a takeaway-only counter, the coffee can only be taken away.

Bvlgari's Luxury Legacy and Coffee Ventures

Bvlgari is a world-renowned luxury brand with main products including: jewelry, watches, perfumes, accessories, leather goods, and more... It belongs to the LVMH group and was founded in Rome in 1884 by Sotirios Bvlgari.

The coffee market has been continuously expanding. In earlier years, many people might have thought that fashion luxury goods and coffee were "completely unrelated," but with the rapid rise of coffee culture, many luxury brands have entered the coffee market. According to reports, international luxury brands such as LV, Gucci, Burberry, Hermès, Louis Vuitton, and others have opened coffee shops around the world.

Bvlgari actually entered the coffee market many years ago, opening its first café and restaurant in Osaka—Il Café. As Bvlgari's only coffee brand, Il Café's design perfectly showcases Bvlgari's luxurious style, creating a very elegant atmosphere. The café is located adjacent to Bvlgari's jewelry and watch store. This is not the first time Bvlgari has launched a coffee collaboration pop-up. From May 13th to May 22nd this year, its Bvlgari Fragrances collaborated with specialty coffee brand Manner Coffee to launch a pop-up at Shenzhen Mixc World. The glass greenhouse was filled with pink flowers that appealed to young women, and the shop became incredibly popular right after opening due to its stunning appearance, attracting many netizens to visit and check in.

Why Luxury Brands Are Entering the Coffee Market

Currently, coffee's acceptance in China continues to grow, and with the continuous rise of young consumer groups, the number of coffee drinkers will keep increasing. This means that coffee shops can influence a broad audience, which is the main reason why luxury brands are continuously entering the coffee market at this stage. Coffee is a high-frequency consumption product, while luxury goods are low-frequency consumption products. Opening coffee shops can divert some consumers from high-frequency consumption to low-frequency consumption.

Through this form of collaboration with coffee brands, Bvlgari is replicating this model in different locations. Perhaps it's because the coffee consumer group is younger compared to jewelry consumers, and collaborative coffee might find new growth points for their own brand.

Image source: Internet

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