As a sign of the growing sophistication of luxury culture in China, and one of the first signs of ‘accessible luxury’, the first premium coffee brand cafe, Citta Espresso Club, has just opened in Shanghai.

Citta Espresso Club plans to open eight stores this year and 140 outlets in the next four years.

The founder of the brand, Maayan Kahn, is juggling between a high luxury positioning and a much more democratic one…

“We’re trying to be the Versace or Armani of coffee. To do that, we’ve understood very quickly that coffee is not enough - you have to bring a lifestyle. We don’t just sell products… People want to be part of something good and here you can feel like a millionaire without being one. You can order something small but still feel the luxury.” — (Via Shanghai Daily)

In addition, the cafe is a blend of Italian, French and Chinese cultures; Italian coffee, French pastries, and food based on the Chinese “five colors per day” method — five different colors (types of fruits or vegetables) in each item.

Citte Espresso Club website… in progress…