Source: TheDrum
Notebook brand Moleskine is looking to grab a slice of China’s booming café culture with the launch of its Moleskine Cafe in Beijing.
The Moleskine Cafe combines the elements of a café, art gallery and retail store, in a bid to create a creative and inspiring space where people can gather to be social and to work.
The Moleskine Cafe Beijing is the first to launch outside of Italy and will be located in the capital’s hip Sanlitun district among bars, restaurants and designer stores.
Moleskine CMO Roberto Lobetti told The Drum, the café is part of a strategy by the brand to engage with creative professionals.
“Beijing is a hub of culture and creativity in China, it is a city which embraces customs and tradition while at the same time welcoming modern practices, as evident in the architecture and way of life. This balance between heritage and innovation is similar to our own story and is why we felt that Beijing would be perfect for the launch of the first Moleskine Café outside of Italy.
“This launch is also a significant milestone in the symbiotic relationship with the Moleskine community. We want to inspire creative professionals all over the world with the necessary tools that enable and facilitate idea sharing and cultural exchange.”
“Our objective is to provide a platform for idea generation and sharing. It’s not just a place to have a cup of coffee but a place to socialise, share ideas and find inspiration.”
Lobetti says a key element of the Moleskine café concept is the cultural programs the brand has created, which sees areas within the cafes dedicated to hosting exhibitions, seminars and workshops which focus on brand relevant topics such as culture, creativity, travel and personal expression.
The launch comes at an interesting time for China’s booming café culture as brands vie to own the café experience. In December, Starbucks launched its interactive coffee and retail store Reserve Roastery in Shanghai. The launch is part of the brand’s move to expand its presence in China, where a new Starbucks opens every 15 hours.
