The Fifth Avenue Polo store in New York was a high profile retail outlet, and an ideal place to launch a new coffee brand as the company looked to make Ralph Lauren in to a lifestyle brand. Decorated in a classic style using polished wooden floors and mosaic tiles, the company was providing a space for customers to take a break and refuel, before hopefully continuing to shop in the store. To bolster the idea of Ralph Lauren as a lifestyle brand customers could also buy mugs, t-shirts and caps, as well as coffee to take home, all packaged with the Ralphs Coffee logo.
Ralphs Coffee will be available from a pop-up store at Bergdorf Goodman or from their Ralphs Coffee truck on the North Esplanade at the Rockefeller Center in New York. This striking green truck was used to advertise the original coffee store, going around the New York streets to drum up awareness of the coffee brand. Now this classic looking retro truck returns along with the coffee, although only for a temporary stint through to early November. The pop-up store near the Ralph Lauren Collection at Bergdorf Goodman is scheduled to be open up until the end of September.
The Ralphs Coffee brand did not perish with the Fifth Avenue store. Regent Street in London houses Ralphs Coffee & Bar, an equestrian themed coffee and dining area. Located by the Polo Ralph Lauren store the décor is elegant and traditional and serves the custom blend coffee created for the brand. However the re-opening of the coffee shop by Ralph Lauren in New York, in line with New York Fashion Week, will allow past customers a taste, even if temporary, of the coffee designed with the company’s style in mind.
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