China is on a coffee binge and fashion brands have taken note.
The latest brand to join China‘s fashion pop-up café craze is Ami, the Parisian label known for its heart-shaped logo.
Last Friday, Ami launched its “Le Café Ami” pop-ups simultaneously in Beijing, Shanghai and Chengdu.
The Beijing pop-up café, located at the South Plaza of the Sanlitun Taikoo Li shopping complex, is realized as a replica of an Haussmann-style Parisian building, completed with urban French elements such as Parisian bistro chairs, cylinder advertising columns, lampposts and decorated with a street sign that read “9, place des Victoires,” which is the address of the Ami headquarters in Paris.
“Through a unique experience, in outstanding settings, [the pop-up café is] tailor-made for Chinese friends and customers,” the brand said in a statement.
The ground floor café also features a dedicated space for Ami’s fall 2023 collection that spans men’s and women’s ready-to-wear as well as accessories.
Ami expanded the temporary café concept to Shanghai by working with Sunset +a:b, a charming café on a leafy street in downtown Shanghai. The Shanghai pop-up features a black-and-white striped sunshade, porcelain, tables and chairs. Product packaging came with an Ami de Coeur logo. The café featured exclusive Ami stationery products, such as Ami de Coeur keychains, magnets, paperweights and pens.
In Chengdu, Ami linked up with Invisi, located near Taikoo Li Chengdu, with similar set design elements and also sold Ami souvenirs.
The three pop-up cafés will open for one month until Dec. 8.
In recent years, branded cafés have become an effective way to generate buzz while targeting the Chinese Gen Z consumer. The rise of coffee culture in Chinese cities can be attributed to a fast-paced urban lifestyle.
Most recently, Burberry brought its Norman’s British Café to Shanghai’s Panyu Road as a part of its “Streets” project. In June, Louis Vuitton took over three Shanghai roasters and transformed them into pop-up bookstores. Last July, Maison Margiela opened the first Maison Margiela Café in Taikoo Li Chengdu. The brand counts four cafés in China.