Gen Z are splashing out on branded lattes at designer cafés and experts say high-end food is here to stay
Heathrow Airport this week opened a new designer café, Le Café Louis Vuitton.
The latest food spot, made in collaboration with Parisian chef Cyril Lignac, is a sign that, despite often appearing like a fad, there’s a growing appetite for luxury restaurants.
While the airport opening increases accessibility to designer cafes, the concept is nothing new, and luxury lovers have long been sipping on logo-embossed cappuccinos around the globe, including at Vivienne Westwood’s café in Shanghai.
As expected, the goods cost a premium price, with the Prada Café in London charging a staggering £6.25 for a cup of tea and Café Louis Vuitton charging £9 for a Pain au chocolate.
Despite a cost of living crisis, it’s a trend luxury brand expert Nguyen Huy believes is set to stay. He explained that customers, particularly the social media generation, are keen to be associated with ‘the level of luxury and exclusivity’ at the locations.
Italian fashion label Prada had fans travelling to Harrods for it’s designer mini treats, which cost £15 a piece
‘Designer cafes, like the Louis Vuitton one at Heathrow, tap into the luxury experience that’s become a key trend in recent years,’ Huy explained.
He continued: ‘These spaces aren’t just about grabbing a coffee; they’re about offering a full lifestyle experience. People who visit these cafes are looking for more than just food or drink—they want to immerse themselves in the brand’s identity.
‘It’s the same reason people buy designer clothes or accessories. They’re not just paying for the product; they’re paying for the association with that level of luxury and exclusivity.’
In a world where people are keen to flex their lifestyle on social media, it’s relatively easy for brands to find customers ready to take selfies and record content in store locations.
Huy said: ‘The customer base is generally fashion-forward, well-off individuals, often younger consumers drawn to high-end experiences.
‘These are people who follow brands like Louis Vuitton for more than just their products but for status, style, and exclusivity. The café itself becomes an extension of that.
‘It’s not surprising to see this pop up in an airport like Heathrow, where the foot traffic is international, often affluent, and looking for unique experiences during travel.’
‘As for the quality of the food, luxury brands aren’t likely to skimp on that. There’s a certain expectation when you step into a designer café that everything—down to the pastries and coffee—is going to be premium.
A TikTok creator, who goes by @internetcult, shared a snap of the food on offer at the Vivienne Westwood café in Shanghai
Content creator Brad, who goes by @bradsplanet_, rated Ralph’s by Ralph Lauren a 9.5 out of ten
‘Whether it’s worth the price is subjective, but for those who value the brand and the experience, it’s more about the setting and the connection with the brand than just the quality of the coffee itself.’
While most trends come and go, Huy believes designer cafes are different, saying: ‘The trend doesn’t seem like a fad to me. People have shown they’re willing to pay for experiences that go beyond the ordinary.
‘As long as brands continue to innovate in how they deliver these experiences, I see this lasting for quite a while,’ Huy concluded.
Founder of Streamline PR Joseph Hagan agreed that there’s been an ‘increased demand for high-end spots, particularly among luxury consumers who are drawn to the lifestyle that brands like Louis Vuitton represent.’
He explained that the rise in designer cafes isn’t about the dining element but a sense of ‘exclusivity’ and social media clout that comes with the experience.
‘It’s not just about the coffee or food, but the experience and exclusivity that comes with dining in a space tied to such an iconic name,’ he said.
Joseph continued: ‘Many influencers use designer cafés as content pieces, showcasing their lifestyle and creating visually stunning posts that align with the luxury brand’s aesthetic.
Chef Cyril Lignac (pictured) said he is ‘delighted with this new experience we’re creating for travelers’
Content creator @eatsmarily shared her food order at Louis Vuitton’s new Heathrow Airport café
A quick scroll on social media reveals a host of individuals filming content at the locations.
Food content creator @eatsmarily, who splits her time between London and Athens, was one of the first to share a TikTok at the Louis Vuitton cafe at Heathrow Airport.
She claimed the new food spot was the ‘perfect addition’ to Heathrow. With a friend, she dined on a £32 crab and avocado salad, a £18 slice of avocado on toast, and a £22 crab and avocado salad.
Elsewhere, content creator Brad, who goes by @bradsplanet_ on TikTok, took to Bond Street to try Ralph’s.
‘It’s that time to review another coffee shop, and today we’ve got a pretty special one for you,’ he started. Brad continued: ‘We are at Ralph’s coffee by Ralph Lauren himself. Now this place is lux, really just has the feeling of pure class’.
‘Disclaimer this place is not cheap at almost £10 for a brownie and a flat white. I had high expectations, and I will say that they were met. It’s a great smooth cup of coffee, and the brownie is chewy and very good.
He concluded: ‘It’s a great spot to treat yourself; I’d rate it 9.5 out of ten’.
Meanwhile, a TikTok user called @internetcult shared a clip of the Vivienne Westwood Cafe in Hong Kong, where customers indulge in orb-embossed sweet treats and savoury foods.
Joseph explained that at these locations, the products are made from top of the range ingredients.
‘When it comes to the quality of the products, you’d expect nothing less than premium. Whether it’s ‘worth the price’ is subjective, some see the value in the overall luxury experience, while others may view it as more of a splurge,’ he said.
At Louis Vuitton’s Le Cafe Cyril Lignac, menu highlights include a £28 truffle croque-monsieur, a £30 lobster roll, and a heritage beetroot salad for £25.
When MailOnline visited Prada’s pop-up cafe in Harrods last year, prices were similarly high, with the store charging £6.25 for a cup of tea, £6.50 for a cappuccino and £6.95 for a bottle of sparkling mineral water.
Among the most popular items on the menu were the individual glazed sponge cakes, emblazoned with a ‘Prada Milano’ logo and available in lemon, apricot, hazelnut, strawberry and pistachio.
The mini-treats – or ‘monoportions’ as the cafe calls them – cost £15 and can be devoured in a couple of bites.
Alternatively, sweet-toothed patrons might opt for a box of 12 designer chocolates for £50.
‘As for the trend lasting, I think it’s here to stay for a while, as more consumers seek out lifestyle-driven experiences to merge their love for fashion, food, and social media in one place,’ Joseph concluded.
