The Wall Street Journal

Why Department Stores Are Becoming...Restaurants 

“Earlier this year, Saks Fifth Avenue Manhattan flagship store opened a Philippe Starck-designed outpost of L’Avenue, the haute Parisian eatery…A minute away is another newcomer, Tiffany & Co.’s priceyBlue Box Cafe, perched on the fourth floor of the 182 year-old jewelry store, with clear views of Central Park. 

Richard Moore, divisional VP of global store design and creative visual merchandising at Tiffany & Co., said he’s observed that many customers seek out the Blue Box Cafe for a trophy moment “that they share on Instagram.” According to Mr. Moore, customers go to great lengths to secure that experience: Two of the café’s first customers were a couple from Tokyo who flew overnight just to attend the grand opening.

Marc Metrick, the president of Saks Fifth Avenue, noted that about 50% of L’Avenue’s patrons arrive through the restaurant’s dedicated entrance…the hope is that they’ll remember Saks next time they do need a knit. It’s a matter of “getting them back to the store two days later or a week later or getting them to tell some friends to come back to the store,” said Mr. Metrick.”

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