Moleskine opens a cafe for creatives
by The One Centre
![](https://theonecentre.com/wp-content/uploads/2017/08/Moleskinecafe_03.jpg)
10
August, 2016
10th August 2016
Cult notebook brand Moleskine has opened a branded café in Italy as it seeks to position as a lifestyle brand for creative people.
The Moleskine café, which has opened its doors in Milan's Brera Design District, mixes the elements of café, art gallery, store and library.
The aim is to create a “contemporary reinterpretation of the idea of the café littéraire”.
![](https://theonecentre.com/wp-content/uploads/2017/08/MoleskineCafe_05.jpg)
![](https://theonecentre.com/wp-content/uploads/2017/08/MoleskineCafe_06.jpg)
“The café is designed to deliver a mix of energizing and soothing experiences, boost creativity, and spur deep conversations and thoughts,” Moleskine said.
The cafe features a communal table, a cafe area, a retail space, gallery areas and spaces “dedicated to silence, perfect for unplugging, reading and creating”. There is also a gallery space that “will feature sketches, notes, and doodles that provide a peek into the early stages of the creative process, as if browsing through the pages of a notebook.”
Moleskine Café will host regular exhibitions, displaying work from architects, illustrators and fashion designers such as Salvatore Ferragamo, Cino Zucchi, Kengo Kuma and John Alcorn. The cafe will also host talks and breakfast seminar sessions.
Moleskine has partnered with Milan-based coffee roasters Sevengrams to create special Moleskine packaging for coffee beans.
Moleskine CEO Arrigo Berni said the café was a response to “the growing interest people show for retail formats that go beyond the sheer act of shopping.”
“It is an important new step in our journey to realise the full potential of Moleskine as the lifestyle brand of the Creative Class.”
![](https://theonecentre.com/wp-content/uploads/2017/08/moleskinecafe_10.jpg)
![](https://theonecentre.com/wp-content/uploads/2017/08/MoleskineCafe_08.jpg)
![](https://theonecentre.com/wp-content/uploads/2017/08/MoleskineCafe_09.jpg)
Moleskine has been diversifying the company’s product offering over recent years with the launch of bags and digital notebooks as part of its bid to grow the business beyond its core product. However, it is that core product, the iconic black notebook, that this cafe celebrates both in design and spirit.
Moleskine’s business was founded in 1997 to resurrect the black notebooks favoured by history’s greatest creative minds such as Ernest Hemingway, Pablo Picasso, and Vincent Van Gogh. This positioning has helped establish the brand’s products as the notebooks of choice for creative types. They have also come to symbolise creativity, artistry and ideas.
It is fitting to create a modern space dedicated to helping bring these values to life. Combining the cafe with a work space, a gallery and of course a retail area is the perfect way to ensure the brand embodies its core values of creativity and imagination, while also remaining relevant.
Moleskine is not the first brand to create a brand experience in a cafe environment, notable others include Hello Kitty and Gucci. However, there are not many brands that could authentically create a cafe / retail space that artistic types would feel comfortable with.
Moleskine has achieved this. No doubt buoyed by the success of its pop-up cafe at Geneva Airport, Moleskine has successfully created a branded space that encourages creative types to sip coffee and scribble ideas in notebooks.
By shifting the brand from a notebook to a broader lifestyle brand, Moleskine is hoping to ensure its relevancy and purpose in the digital world. Creating an environment that encourages offline creativity is a smart move and infusing this space with coffee, inspiration, and work space, is also a major bonus.
The company plans to roll out its branded cafés across Europe, Asia and the USA. This is a brilliant idea by a much-loved brand that clearly understands its audience.
![](https://theonecentre.com/wp-content/uploads/2017/08/Moleskine-Cafe-9109.jpg)
Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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![](https://theonecentre.com/wp-content/uploads/2016/08/MoleskineCafe_Thumbnail2.jpg)
Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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Lifestyle
1/06
Google launches 360-degree interactive animated short film
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Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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Finance
12/05
Save The Children returns with harrowing refugee film
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Fashion
19/04
COS creates "show-stopping" installation
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Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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Technology
23/02
Samsung launches immersive brand experience store
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Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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Technology
24/08
Apple Watch creates blooming installation at Selfridges
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Fashion
17/06
Nike targets women with luxury workout experience
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Art & Design
11/06
HSBC soars in stunning elevator film
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Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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Fashion
31/10
Leica and Moncler create Monumental exhibition
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Technology
8/09
Wind Mobile celebrates human connections
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Products
18/08
Lego targets architects with new product range
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Products
23/07
GE revives iconic Moon Boot to celebrate role
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Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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Media & Entertainment
8/06
GQ to groom men with branded barbershop
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Transport
4/06
BMW's iconic Art Cars Project launches global tour
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Food & Beverage
27/05
Chipotle turns to literature in new project
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Food & Beverage
20/05
Cornetto spreads the love with film series
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Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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Finance
25/03
NRMA opens Crashed Car Showroom
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Technology
24/03
Intel urges audiences to 'look inside' in film series
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Fashion
12/03
Net-A-Porter launches glossy print magazine
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Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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Products
20/12
Dom Perignon and Jeff Koons create art
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Fashion
5/12
Patagonia film celebrates the stories we wear
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Food & Beverage
18/09
Chipotle wages war on Big Food
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Technology
21/08
AT&T's brutal new film to stop texting and driving
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![](https://theonecentre.com/wp-content/uploads/2013/08/BA_VisitMum_Thumbnail.jpg)
Transport
14/08
BA tugs the heartstrings with Visit Mum film
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![](https://theonecentre.com/wp-content/uploads/2017/07/volvoworldbehindthumbnail432x362.jpg)
Transport
4/06
Leave the world behind with Volvo
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![](https://theonecentre.com/wp-content/uploads/2017/08/IBMfilm_thumbnail.jpg)
Technology
9/05
IBM & The World's Smallest Film
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![](https://theonecentre.com/wp-content/uploads/2017/07/Burberrythumbnail432x362.jpg)
Fashion
11/04
Burberry merges digital and physical worlds
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Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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Lifestyle
25/10
Red Bull goes Stratospheric
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![](https://theonecentre.com/wp-content/uploads/2017/08/AudiSpheres_Thumbnail.jpg)
Transport
7/09
Audi showcases the future in Spheres
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Technology
10/07
AT&T unveils transmedia experience Daybreak
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![](https://theonecentre.com/wp-content/uploads/2017/08/GoogleLabs_Thumbnail.jpg)
Products
30/06
Google experiments with art and science
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Technology
28/06
GE asks Australians for Two Words
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Food & Beverage
14/06
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