Vogue is opening a branded café in Dubai at the end of the year, housed in one of the country’s luxury malls. And GQ — another Condé Nast title — is one-upping the women’s fashion magazine with a bar, also in Dubai, to open sometime after the restaurant. In compliance with the country’s laws, the café won’t serve alcohol, though the bar, located in an as-yet-unnamed five-star international hotel, will.
Magazines are opening pop-up shops, collaborating with of-the-month clubs, and making broad moves into e-commerce. But creating a presence on the international restaurant/bar scene? That’s a pretty cool step for Condé.
Apparently, there’s already a Vogue Café/GQ Bar in Moscow (and according to the Web, it’s really great), with another café set to open in Kiev next year. Clearly, the publisher is associating its image with chic places to dine out in order to push into new territory, but come on — when will this kind of trendy Condé branding land in New York?