These examples highlight a recent trend among luxury brands to expand beyond their established sectors. Similarly, this June saw the opening of the new Dolce&Gabbana Home House in Shanghai, dedicated to its home line. From tableware to interior decor, DG is exporting its unique atmosphere worldwide, making its way into private residences as well.

Dolce&Gabbana has long championed and celebrated Made in Italy, based on values of craftsmanship, tradition, and quality. By opening a café in Shanghai, the brand expands beyond fashion, offering an immersive Italian experience to an international audience. At the inauguration, Alfonso Dolce, CEO of Dolce&Gabbana, declared: “It is an honor to open the world’s first DG Café in Shanghai. Through this new space, we aim to strengthen our presence in the local market, focusing on the ever-evolving tradition of Italian cuisine to showcase our artisanal mastery and to share the lifestyle and wellness vision that define Dolce&Gabbana.” This vision was underscored by the recent exhibition Dal cuore alle mani, held at the Royal Palace of Milan, an immersive experience demonstrating the brand’s ability to transform fashion into a unique expression of art and culture.

The DG Café opened on the second floor of the flagship store within the opulent CITIC Square, covering a 200 square meter space where the vibrant energy of Dolce&Gabbana’s design meets gourmet food offerings, creating a diverse experience that celebrates the joyful Italian art of living. Drawing from Italy’s culinary traditions, the DG Café fosters a dynamic cultural exchange between China and Italy, with food as a bridge linking these two cultures. This new project reflects Dolce&Gabbana’s ongoing commitment to preserving the Made in Italy legacy, combining the unique culture of Italian cuisine with artisanal excellence.

Through these visuals, we immerse ourselves in the DG Café, discovering every detail that makes it unique. Every inch was crafted by the brand’s in-house architects, with meticulous attention to detail. The distinctive Dolce&Gabbana aesthetic is present in every decorative element, while Italian craftsmanship and traditions create a unique Mediterranean ambiance at the heart of Shanghai’s Jing’an district.

The concept behind DG Café centers on the idea of the “Carretto Siciliano”, adorned with vivid folk motifs and serving as the primary visual element, capturing the atmosphere of Southern Italy in true Dolce&Gabbana style. The vibrant designs that adorn the walls and interior also extend to the plates and glassware on each table. Originally a means of transport and later a tourist attraction, the cart became a symbol of Sicilian culture in the early 1800s and has long been tied to the Opera dei Pupi, Sicily’s traditional puppet theater. In the past, the same artisans who made the puppets painted the carts with sacred images, heroic deeds, historical events, and chivalric tales, continuing the stories first narrated by troubadours. These designs, besides displaying the owner’s wealth, also helped protect the wooden structure of the cart. Today, these motifs embellish the walls and enhance the setting of each table.

The rear wall showcases the ‘Carretto Collection’ wallpaper, designed especially for this boutique and custom-made for that exact spot, appearing almost as if sewn onto the wall like a couture piece. The eye-catching counter, with its unique rhythm of marble stripes, each one different from the next, and the polygonal floor design lend a level of opulence and elegance to the entire space. Pop style and traditional influences converge in a sophisticated setting, suspended in time.

Every detail, including the menu, is carefully crafted and inspired by classic Italian cuisine to please local tastes. The menu offers choices suited for both formal dinners and more casual gatherings or for enjoying coffee or tea in the afternoon. From appetizers to main courses and desserts, guests can savor authentic Southern Italian flavors in a breathtaking setting.

This project goes beyond merging architecture, fashion, and design—it also incorporates the world of gastronomy through collaborations that once again take Made in Italy across borders.

Standout items include the iconic Moka pots by Bialetti, also used to serve the classic tiramisu, wines from the Sicilian Donnafugata winery, traditional pastries from Fiasconaro, and pasta from Pastificio Di Martino in Gragnano, known as the ‘Home of Pasta’ in Naples. Dolce&Gabbana has forged ties with some of Italy’s most renowned artisanal brands, creating unique and iconic collaborative projects, true capsule collections where haute cuisine meets Mediterranean design.

Although Dolce&Gabbana is debuting in the café sector, other luxury brands have already launched similar spaces in China, including Louis Vuitton’s The Hall, Maison Margiela Café, and Dior Café in Shanghai.

Despite the beauty of these venues, at Spaghetti Boost, we wonder whether projects like DG Café—meticulously crafted to bring Made in Italy to distant locations—are genuinely embraced by the local audience.

Dolce&Gabbana’s internal data show that, in less than three months, the café welcomed over a thousand customers, with an average of 30-40 visitors daily. Given the exclusivity of the venue and the Italian concept of a café as a social space, distinctly different from Chinese café culture, these numbers reflect a promising success.

Analyzing such a project allows us to appreciate how major Italian brands are venturing beyond their comfort zones, expanding markets, and diversifying activities. Today, more than ever, it’s clear that collaboration, even in exclusive or limited edition projects, is the way forward for brands aiming to reach new goals and stay current.

In this article, we’ve taken you on a journey from traditional Sicilian crafts of the 1800s and Italian culinary culture to 2024 Shanghai, led by significant innovations and collaborations while always staying true to our roots.