Dunhill’s Dining Concept, Beijing
Handcrafted leather goods and tailored suits aren’t the only aspects of English culture that British menswear brand Alfred Dunhill has brought to China. With a new branded restaurant and bar in Beijing’s Parkview Green mall, it’s now also serving up traditional English cuisine, plus a wealth of spirits and cocktails.
Created in collaboration with Hotel Éclat Beijing and forming part of Dunhill’s two-storey flagship store at Park View, Alfie’s consists of an Art Deco bar, a wood-panelled library-style lounge space and an open-air terrace. While technically part of the flagship, Alfie’s has separate opening hours to the retail areas. It serves brunch, lunch, afternoon tea, dinner and drinks.
This is the fourth Alfie's that Dunhill has opened worldwide – others can be found in the Hong Kong Home of Alfred Dunhill, Shanghai's Plaza 66 and the Dubai Mall.
Dunhill has consistently pioneered the idea of the flagship as a members’ club or wider lifestyle destination, with its four flagship ‘homes’ in London, Shanghai, Tokyo and Hong Kong containing facilities including grooming salons, barbershops, reading rooms, a wine cellar and even a humidor.
As digital commerce continues to accelerate, retailers are increasingly turning to sophisticated hospitality and service-oriented offerings to tempt consumers in-store. For more on this, see Brand Temples: New Luxury Flagships, Retailer-Restaurants and the Hybrid Stores section of our upcoming Future of the Store industry trend (publishing October 2013).
Also see Dunhill: A Journey of Discovery for a wider look at the brand’s retail strategy.