HONG KONG — In a move marking the end a five-year legal dispute, L Capital Asia has been ordered to change the name of its nightlife business.
On Thursday, the investment arm of luxury conglomerate LVMH Moët Hennessy Louis Vuitton announced it would rebrand its luxury lifestyle, dining and entertainment brand Ku Dé Ta Group to Cé La Vi after a Singapore court ruled late May it had two weeks to cease using the name.
L Capital Asia bought a controlling interest in Ku Dé Ta Group in January of last year, becoming embroiled in a legal battle with the unrelated Bali hotspot Ku Dé Ta, which has been using the name since 2000.
“It’s completely different – design-wise, the music program,” said Sara Paz, Cé La Vi’s chief marketing officer. “One is a beach club. One is in an urban center. There was a lot of confusion with consumers so they would come to our venue where you had DJ Jazzy Jeff [playing] and you’re up on top and it’s an amazing experience, and they would go to Bali, the brand wouldn’t deliver the same thing. You can’t have a world class brand when there’s confusion.”
The popular Singapore club operated by the group atop the Marina Bay Sands casino resort will undergo a “significant renovation.”
“The renovation’s starting in July and will be ready by September for the F1,” Paz said. “It’s in different phases so we’ll be open for business.”
The private equity fund said it plans to develop Cé La Vi into “the international titan of lifestyle and sophisticated hedonism.” Its other dining and entertainment investments include upmarket Chinese restaurant group Crystal Jade and South Korea’s YG Entertainment, which manages stars like Psy and BigBang.
It will be adding to its two clubs in Singapore and Bangkok with a new venue in Hong Kong, scheduled to open next month in the newly revamped California Tower in Lan Kwai Fong. L Capital Asia said the brand would be expanding steadily over the next five years, focusing on key cities around the world.
“Dubai definitely by 2016. Taipei might be by the end of this year,” Paz said. “We’re exploring Beijing, Shanghai, the Middle East. Two weeks ago we were in Paris and we were alerted to a location on the Champs-Elysées.”