No, that’s not – not yet – the latest product from the Louis Vuitton collection, but the creation from the Japanese artist Kazuki Guzmán. He describes his style as part of a playful exploration of ideas and materials. „I enjoy taking jokes seriously, until they become „art“, in one way or another.”

Considering that the art world is just mirroring society, food by designers and big brands is not a joke anymore.

Louis Vuitton has its restaurant “Le Frank” in Paris. Giorgio Armani already runs restaurants and cafés in Paris, Milan, London, New York and Hong Kong. Prada, Burberry, Ralph Lauren, Chanel are a few more luxury fashion brands who discovered the eatery market.

At the top floor of DSQUARED2 headquarters, the restaurant Ceresio 7 has a poolside veranda for dining when it’s heating up outside. During colder months retreat to the 1930s-style indoor restaurant, where head chef Elio Sironi reinterprets traditional local cuisine with unusual flavour combinations. A must-visit for unparalleled views of the city’s high-rises.

The latest opening is the Marni flower cafe in Osaka., which doubles as a concept store. Italian specialities like homemade focaccia meet extravagant handbags and styles. It outlines an ambiance inspired by slow food culture in which contemporary creativity and inspiration become the protagonists, even when selecting food, To savour there or take home in carefully designed packaging.

We are living in an experience society – and which experience is stronger than food, essential for life on one side and a luxury ingredient as well.

When objects as clothes and accessories are losing their attraction and necessity due to the excessive offer, designers are branching out to the “basic need” of food and creating a luxury world out of it.

Food is the easiest way to deliver emotions, it stands for enjoying time together with friends, represents face time and being in the “real world”, being served and cared for. The real luxury of our days and the future.

Enjoy your meal …. and your brand at the same time.