Perhaps I should clarify: When I say, “Would you eat Giorgio Armani,” I mean it in the same way one would say, “Who are you wearing? Giorgio Armani?”—that is, would you eat at a Giorgio Armani café? Because if you happen to be in France right now, you could. Just sayin’.
According to Vogue UK, the very first Giorgio Armani café (called, creatively, Armani/Caffé) will be opening tomorrow on Cannes’ chi-chi Promenade de la Croisette. Naturally, it will be chock full of Armani-branded food and drink from the Armani/Dolci line (like the gift box seen up above).
Why is it opening now? Interestingly enough, it’s not just because of the Cannes Film Festival. Armani/Caffé’s launch coincides with the opening of Cannes’ debut Giorgio Armani boutique, which will be located right next door. Armani/Caffé can accommodate up to 70 guests in its 180-square-meter space; it also features a large terrace, and its décor and furniture come exclusively from the Armani/Casa home collection. So, in short, you can kick up your feet on Armani furniture while munching on Armani chocolate and drinking Armani tea, all after shopping your heart out at an Armani store. Excessive? Maybe, but I suppose there are some for whom that’s just a normal Saturday afternoon.
Perhaps the strangest thing about this whole to-do, though, is that while this is the first Giorgio Armani café, it’s not the first Armani café ever to grace our humble little planet. Emporio Armani (Armani’s diffusion line) has a popular café chain as well, although it’s apparently a little less formal than Armani/Caffé will be. Never having set foot inside one, I can’t actually tell you this from experience; but that’s what the Internet is telling me, so do with it what you will.
One last thing to bear in mind: Armani/Caffé is a pop-up restaurant, so you’d better check it out while you can—it won’t be there forever. If you’re in Cannes right now (and we are SO JEALOUS OF YOU if you are), the new Giorgio Armani boutique and Armani/Caffé are located at 42 La Croisette. Let us know what it’s like!
Lucia Peters is BettyConfidential’s senior editor.