L Capital Asia, the Asian private equity business arm of LVMH Moët Hennessy Louis Vuitton (LVMH), is rebranding the iconic restaurant and lifestyle brand Ku De Ta and launching it as a new luxury lifestyle and entertainment brand Ce La Vi.
This comes shortly after L Capital Asia acquired a controlling interest in what was then known as the Ku De Ta. Going forward, the all the different customer touch points bearing the name Ku De Ta will be changed to Ce La Vi. The new brand name officially launches today in Singapore and Hong Kong. Meanwhile in July, it will be opening a brand new venue on the top three floors of Hong Kong’s newly reborn California Tower.
Earlier last year, The Straits Times reported that Ku De Ta club at Marina Bay Sands SkyPark was in the midst of a legal tussle for naming rights with a beach club in Bali with a similar name. The club owners in Bali were in objection to the naming of the club in Singapore.
According to global marketing director, Sara Paz, with the new brand name, Ce La Vi hopes to go global and “create a dining and lifestyle venue in key cities worldwide.” She added that over the next five years, Ce La Vi’s expansion plan targets other key urban cities across the world such as Dubai and Taipei.
Here’s what it will now look like:
The new brand will also be running with the tagline pursuit of pleasure. According to Paz, the rebranding process started almost six months ago with all research work being done in house. The team also worked in house for all marketing and campaign collaterals. Currently the marketing team is made up of 15 staff members across the globe.
The campaigns, which launch on social media today, will also be running on print in the near future.
The newly launched Ce La Vi at Marina Bay Sands Skypark in Singapore, will also undergo a significant renovation to take customer experience to the next level “to further cement its position as the region’s leading dining and entertainment venue,” Paz said.
L Capital Asia managing partner, Ravi Thakran added, “This is the life that dreams are made of, life that is lived to the fullest, life at the top with unforgettable experiences that are flashed worldwide on social media.”
“As the company builds this global dining and entertainment brand, we are on the lookout for sites in cosmopolitan capitals further afield, from Europe to the USA and wherever opportunities arise,” Thakran added.
The brand DNA for Ce La Vi revolves around five core pillars: an iconic rooftop location; an organic architectural design inspired by Asian civilisations; a uniquely inspired Modern Asian culinary adventure; innovative cocktail mixology matched to Asian climes; and a myriad of entertainment.