Dining in Fine Style

A growing number of fashion brands and retailers are opening F&B establishments here, creating dining experiences as stylish as they are immersive.

- LYNETTE KOH

Beware: Lunch at the recently opened Avenue on 3 Cafe could inadvertently get a lot pricier. This is not due to hidden charges or anything shady. Rather, you might find yourself purchasing a few pairs of killer heels while noshing on a Mediterranean-style mezze platter of lamb and roasted vegetables.

The cafe is just one of the wide range of offerings at Avenue on 3 — an 8,000 sq ft “experiential lifestyle concept store” located on the third floor of Paragon Shopping Centre. Created by local fashion retailer FJ Benjamin, the space officially opened in June.

The large, open space includes sections devoted to designer shoes and handbags, beauty products and treatments, as well as gourmet chocolate by Lebanese brand Patchi. Sitting down with The Peak at Avenue on 3 Cafe, FJ Benjamin group CEO Douglas Benjamin shares a recent story of a female diner who had asked for a few pairs of shoes to be brought to the table so she could try them on.

He recalls, “She was in a party of 10 women who were here for a lunch hosted by a friend of mine. This lady had to leave earlier, so she asked our staff, ‘I need a pair of black shoes; what black shoes do you have?’ The group was having lunch, enjoying themselves, and trying on shoes. It was amazing to see my vision come true.”

The aforementioned diner left with new footwear, including black mesh heels by Le Silla, which retails for above $1,000 at Avenue on 3.

STYLISH CAFES ARE MUSHROOMING

Avenue on 3 Cafe is among numerous F&B establishments that have been launched here by players in the designer and luxury fashion scene. These projects go beyond the temporary, pop-up F&B concepts that have been executed to great success by luxury brands such as Dior and Gucci.