On May 25, Louis Vuitton‘s summer-only dining “Restaurant Arnaud Donckele & Maxime Frédéric at Louis Vuitton” opened in the French resort of Saint-Tropez.
The pop-up is being held at the “White 1921 Saint-Tropez” hotel on the Place des Lices in Saint-Tropez. As in previous years, the talented duo of star chefs Arnaud Donckele and Maxime Frédéric have teamed up to create a luxurious setting at Louis Vuitton where guests can enjoy Donckele’s Mediterranean cuisine and Frédéric’s classic French desserts.
The restaurant’s interior is decorated with rattan furniture accented with macramé, giving it a full resort feel. Louis Vuitton’s monogram is represented in the resort colors of 2024 – coral, orange, and fuchsia – on everything from table service to décor.
In addition, the seasonal tableware collections are added to brighten up the tables. The gorgeous tableware, featuring tropical designs incorporating flowers, coral, and starfish, is available at stores near the restaurant and will be available worldwide from May 31, 2024.
The Saint-Tropez boutique also carries ready-to-wear, bags, shoes, and accessories as well as the “LV by the Pool” resort collections. In the adjoining garden, guests can enjoy refreshing drinks, and personalized Mini Moke vehicles can be arranged upon request to transport them between the store and other exclusive spots.
The open-air restaurant has a total of 40 seats and will be open until the end of September 2024.
In recent years, demand for such experiential consumption has been on the rise, and many luxury brands have diversified their offerings by entering the hospitality sector.
For example, this April, Dior opened its first luxury spa on the rooftop of The Lana at the Dorchester Collection in Dubai. Tapestry-owned Coach also opened the world’s first restaurant and coffee shop in the Indonesian capital of Jakarta this March. Elsewhere, Jacquemus is opening a Jacquemus beach club, restaurant, and boutique in Saint-Tropez this summer.
Following the opening of St. Tropez, Louis Vuitton will also launch various resort activations in Miami and Macau, including restaurants, cafes, and pool takeovers. In June, Louis Vuitton will also open a limited-time Louis Vuitton Bar in Taormina, Italy.