Summary
Luxury Breakfasts at Iconic Locations
Imagine having breakfast at Tiffany’s (tiara optional) or bypassing thousands on the wait list at Noma in Copenhagen. Such luxury is now possible as top brands tap into the growing interest in culinary experiences.
Exclusive Dining Experiences by Major Brands
According to Raja Rajamannar, chief marketing and communications officer of Mastercard, “People expect a lot, but sometimes it’s what they don’t expect that leaves a lasting impression.” Mastercard’s exclusive offerings include unique meals in otherwise off-limits locations, such as dining at the base of the Christ the Redeemer statue in Rio de Janeiro or in a 24-seat glass pavilion atop the Palazzo Beltrami in Milan.
American Express has also pioneered this trend. In 2019, it acquired the reservations platform Resy, featuring a catalog of 4,000 restaurants. This acquisition allows Amex to offer exclusive access: for example, in May, access to Noma’s Brooklyn residency was a privilege for Platinum cardholders. Similarly, Chase Sapphire Reserve offered its cardholders the chance to enjoy an elaborate Japanese-inspired hot-pot dinner at SingleThread (the Michelin three-star restaurant in Sonoma that temporarily set up shop in Park City, Utah).
Fashion Brands Entering the Gastronomic Scene
Fashion labels are now venturing into the luxury dining arena. Notable openings include Petrossian at Tiffany & Co., a collaboration between the iconic New York jeweler and a renowned Parisian caviar purveyor in Costa Mesa, California. The Tiffany-branded Blue Box Café inside Harrods in London is another highlight, where guests can enjoy a modern twist on breakfast with a lemon-curd croissant paired with Moët & Chandon.
In the past two years, Louis Vuitton has opened Le Café VW, a dining establishment led by Japanese chef Yosuke Suga, known for his work with Joël Robuchon, at boutiques in Osaka and Tokyo. Furthermore, June saw the debut of Mory Sacko at Louis Vuitton in St.-Tropez, which showcases a unique fusion of French, Japanese, and West African cuisines. Additionally, Gucci Osteria, under the helm of chef Massimo Bottura, recently launched its fourth global location in Seoul’s Gucci Gaok store, featuring his acclaimed Emilia burger crafted with Korean hanwoo beef.
Expanding Food Experiences in Unconventional Venues
The trend of integrating food experiences extends beyond fashion. Furniture and auto companies are also stepping into the culinary world. At the new RH San Francisco (formerly known as Restoration Hardware), the Palm Court is an exquisite marble-and-glass venue dedicated to live-fire cooking, located on the ground level of the historic Bethlehem Steel building, with furniture galleries above. Additionally, the luxury car showroom Genesis House in New York City features Onjium, a Michelin-starred restaurant from Seoul. This venue serves dishes that reinterpret Korean royal court cuisine.
A version of this story first appeared in the September 2022 issue of iBestTravel under the headline “High Tables.”
