Our regular feature, brought to you in association with Strange Nature Gin from New Zealand, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
Today’s selection surely ranks among the most impactful yet in our popular column, writes Martin Moodie.
The images are courtesy of Canada-based creative director Amar Alnemer. Remember the name, for his work is as intriguing as it is brilliant.
I got into a fascinating online conversation with Amar after seeing one of his posts on LinkedIn headed A Louis Vuitton Concept of Brand Taste & Elegance on the go …
Underneath was the ravishing image shown below, captioned: LV Branded Airstream Pop-Up Activation.
Offering FREE coffee, pastries, and exclusive branded cups! Creating memorable connections through a multi-sensory brand experience, wrote Alnemer.
What a brilliant innovation by the French luxury legend, I thought. Heck, the vehicle’s colour even matches the blossoms or vice versa.
There were more images. Louis Vuitton as you have never seen it before, bathed in glorious spring hues. Was this the Café Maxime Frédéric at Louis Vuitton brought to the streets of Paris?
Well, no, actually. For as I scrolled down the LinkedIn feed and then visited Alnamer’s enchanting website (feeling as I did like Alice in Wonderland descending into the rabbit hole) I discovered more of his luxury crossover creations.
Cartier icecream in the brand’s ravishing red (hex code #801B2B) anyone? How about a Hermès or LV macaron? Some sweet Chanel surprises or a portion of Prada popcorn?
All are the work of Alnemer’s fertile mind and creative genius fused with the technological capability of AI.
Besides creating a great talking point (155 comments and 102 reposts on LinkedIn), his Louis Vuitton post raises a timely point about the growing convergence between luxury brands and the gourmet world.
“Has culinary couture become an integral part of luxury brand’s sensory experience?” asks Alnemer in another LinkedIn post , which notes how more luxury retail brands are incorporating culinary elements to enhance their offerings with immersive sensory experiences.
“By partnering with renowned chefs and using exquisite ingredients, brands like Louis Vuitton and Dior create exclusive dining adventures that reflect their sophistication and aesthetic. This fusion of fashion and food attracts discerning clients seeking unique and indulgent experiences.
“Imagine a world where luxury brands transcend traditional boundaries, offering a sensory experience that tantalises not just the eyes and touch but also the taste buds.”
Well, can you imagine such a sensory experience within airports? Guess what, it’s already arrived. Qatar Duty Free has to date opened a Fendi Bar, Ralph’s Coffee (as in Ralph Lauren), Louis Vuitton Lounge by Yannick Alléno and the Emporio Armani Caffè & Ristorante at Hamad International Airport. A fantastic fashion and foodie fusion.
And I bet there’s more to come from Qatar Airways Chief Retail and Hospitality Officer Thabet Musleh and his team at the airport named the world’s best for food & beverage at this year’s FAB Awards.
Hamad International Airport is not alone. The first airport Café Dior by Anne-Sophie Pic opened at Kansai International Airport on 8 December 2023. I was fortunate enough to preview it two days earlier.
Café Dior by Anne-Sophie Pic features a delectable array of teas, coffees, wines, Champagnes, cocktails & mocktails, Viennoiseries (a bridge between pâtisserie and French bread) and more.
There you have it. Culinary couture, coming soon to an airport near you. 
