café kitsuné | the fox lands in covent garden

If Café Kitsuné’s original London outpost in Belgravia is the “understated, elegant, discreet and poised” character, its new sibling is the complete opposite. According to Johanna Lellouche, General Deputy Director of Kitsuné Group, the brand’s new Covent Garden location, which opened its doors in August, is “the lively friend: expressive, curious and always on the move”.

The French-Japanese lifestyle brand has landed at 55 Monmouth Street, a move Lellouche explains was a natural fit. “We’re drawn to places with strong cultural energy,” she says. “Covent Garden is vibrant, creative, constantly alive – it’s the perfect backdrop for us.”

The 530 sq.ft destination is a cosy, 15-seat haven set over two floors. The design language, which Lellouche says is key to the brand’s 35 locations worldwide, is an “effortless blend of Parisian elegance and Japanese simplicity, with a London edge”. The space features warm wood, a counter that echoes the brand’s Beijing café and curated artwork from the French creative duo Sacrée Frangine to give the space its soul.

It’s a café designed to be a flexible refuge from the area’s wonderful chaos. “I hope guests feel a cosy atmosphere,” Lellouche says. “It’s a place to slow down and enjoy a good coffee. You can grab your drink to go and wander through Covent Garden, or sit downstairs in our intimate space for a quiet break away from the bustle.”

The main draw, of course, is the menu, which expertly merges French patisserie with Japanese flavour profiles. As a pioneer of matcha in Paris since 2014, the brand’s expertise is on full display. The menu features its cult-status Fox Cookies alongside matcha financiers and hazelnut miso cookies. 

When asked for her personal favourite, Lellouche admits her loyalty is split. “The Fox Cookie is definitely a star!” she says. “I love anything matcha; our matcha coconut latte is a personal favourite and I can’t resist the matcha cookie.” This is all served alongside specials like Iced Strawberry Matcha Lattes and Yuzu & Honey drinks.

 

This new opening is the latest step in a careful global expansion that includes bars in New York, Tokyo and even a restaurant and day club in Bali. It’s a key part of the Maison Kitsuné ecosystem, which has been in the works since 2002. It all started with a perfect ‘Paris-meets-Tokyo’ partnership: Gildas Loaëc, the artistic director and manager for none other than Daft Punk, brought the unimpeachable French electronic vibes, while Masaya Kuroki, a Japanese-born architect, brought a precise, minimalist aesthetic.

They started Kitsuné Musique first, building their cultural credibility with a series of now-legendary ‘Kitsuné Maison’ compilation albums that launched artists like Phoenix and Digitalism. It wasn’t until 2005 that the fashion line, Maison Kitsuné, officially dropped. While other brands were loud, Kitsuné was preppy, sharp and clean. It was the anti-merch: classic cardigans, perfect oxfords and tailored staples, all branded with a subtle, mischievous fox logo.

It all links back to the name. ‘Kitsuné’ is the Japanese word for fox, a mythical creature famous for having many faces and the ability to change its appearance. This was the core concept from day one: a single brand that could be a music label, a fashion house and, as this new Covent Garden café proves, a global lifestyle destination.

photography. courtesy of Café Kitsuné
words. Gennaro Costanzo