Jimmy Choo teamed up with the Berkeley Hotel in London to offer for the first time an English tea service inspired by the shoe designer. Guests will enjoy afternoon tea complete with cake and cookie shaped like Jimmy Choo’s iconic handbags and shoes. To create the edible ‘Choo collection,’ pastry chefs pored over the brand’s iconic shoes and accessories in the kitchens of the Knightsbridge hotel, examining the materials, embellishments, prints and patterns of the latest catwalk designs.
“The Berkeley is a premier destination that hosts many high-society events and tea at the London hotel is particularly special for locals and visitors alike,” said Marko Muellner, vice president at ShopIgniter, Seattle.
“Providing exclusive access to special events is a classic and proven luxury marketing tactic that has been adopted by more and more mainstream brands,” he said.
“In this case, to join other luxury brands, even competitors, in participating in such an exclusive yet accessible event is really smart. So much luxury everywhere.”
Visitors of London Fashion Week in September, meanwhile, can also partake in the hotel’s regular Pret-a-Portea, which is served during the afternoon daily in The Caramel Room.
The Pret-a-Portea Jimmy Choo Collection service runs October 13 – 19. Both services are £41 (about US$68). Upgrade to a glass of champagne for £51 to £57.