The pop-up store is in London until February 9 (Image: Ravi Meah)
So much for New Year’s resolutions. Just as I was getting back into my gym routine and committing to a healthier lifestyle, my carefully detailed plan came unstuck by my weakness: cheesecakes.
But these weren’t just any cheesecakes, the child in me argued. They were unique, limited edition, never-to-be-seen-again-in-London type of cheesecakes. The kind you can tick off your bucket list and say “I was there when they came to town.”
The adult in me remained sceptical. They were being served at a vibrant and stylish venue, near some of my favourite gyms, my inner child continued.
Suddenly, I felt no guilt about indulging in a sweet treat – I could convert that energy into muscle later.
So, braving the freezing cold last Saturday morning, I made my way to 39 Brewer Street in Soho, central London.
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The place became an internet sensation for its Japanese capsule hotel-inspired decor (Image: Ravi Meah)
This is where Louis Vuitton opened an incredibly colourful pop-up shop to celebrate its 22-year collaboration with Japanese pop artist Takashi Murakami.
The place became an internet sensation for its Japanese capsule hotel-inspired decor, its display of items from past and present LV x Murakami collections – does anyone recall the famous “Speedy” white bags with the LV logos in pastel pink, blue, green and yellow? – and its upstairs cafe, where it serves monogrammed pastries, cheesecakes and coffees.
And it was those sweet treats that I went to sample.
I was prepared for the long lines. TikTokers had predicted wait times ranging from five to 20 minutes. Upon my arrival, I spotted a queue roughly 55ft long and naively assumed I’d be inside very soon. However, a security guard quickly corrected me: “Sorry, the queue starts back there.”
He directed me towards Smith’s Court, some 60ft away, where an even longer line awaited. This was merely the queue to join the main queue, which was three times as long. The pop-up store and its famed cheesecakes had better be worth this, I grumbled to myself.
Louis Vuitton put its stamp on the cappuccino and cheesecake (Image: Ravi Meah)
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After a 45-minute wait, I finally entered the vibrant, kaleidoscopic store. But my journey wasn’t over yet – another queue awaited upstairs, with a further 15-minute wait for the treats. At least I was indoors now. Finally, it was time to place my order.
My first choice, the oversized matcha and raspberry onigiri croissants decorated with the iconic LV flower motifs, were unfortunately sold out. Undeterred, I opted for the ruby chocolate cheesecake, a small pink drum bearing the same flower icon and presented in a box designed to mimic the Speedy bags.
I also ordered a cappuccino, complete with the LV logo printed on the foam. Now came the moment of truth.
Was the cheesecake worth the hour-long wait? Had I justifiably abandoned my New Year’s resolution to eat healthier and get fit? And most importantly, was it as photogenic as ‘s fashion influencers claimed?
There was a long queue inside for the coffee and cheesecake (Image: Ravi Meah)
The short answer: yes. The long answer: the ruby chocolate cheesecake cut through smoothly and the biscuit base didn’t disintegrate when I dug my fork into it. Eating it was a joy – it was neither sickly sweet nor sour, it melted in my mouth so well, there was a citrus-like kick to it and the crumbled biscuit filling balanced out the smoothness of the cake brilliantly. I was pleasantly surprised.
I took my time eating it as I took in the surroundings. Pink walls all around, a mirrored ceiling, seats with smiling flowers as pillows and, to my left, a giant screen showing two short Murakami films. This definitely wasn’t your ordinary cafe.
As I sipped my coffee in between eating the cheesecake, I was tempted to buy another one as a present for my mum. But at £14, I kindly passed up that opportunity. The food was lovely, but at that price, I was disappointed it wasn’t made with gold leaf.
Art and books by Murakami adorned the cafe’s walls (Image: Ravi Meah)
That said, the cheesecake was a delight, aesthetically and taste-wise. It definitely was worth the wait and was a great opportunity to visit the pop-up shop.
Both my artistic and culinary taste buds were satisfied. And I would happily burn off those extra calories at the gym shortly afterwards.
At that moment in time, I had my cake and ate it. Who needs new year’s resolutions, eh?