Skift Take

Branding is tricky, but Vogue and GQ are as strong as magazine brands get. But will the brand that's the friendliest to high-end advertisers be able to connect with patrons looking for a drink?

Magazine publisher Conde Nast is to open a Vogue Cafe by the end of the year in Dubai, followed by a GQ bar next year.

The cafe is to be located within Dubai Mall, and will serve contemporary European food, but will not serve alcohol.

“The expatriate community and the local Emirati community are very conscious of brands,” said director of Conde Nast’s restaurant division Stuart Nielsen. “People always love to eat and drink, and we see an opportunity because they love fashion.”

The first Vogue Cafe was opened in 2004 in Moscow and, according to reports in The National, there are also plans to open cafes in Kuwait and Abu Dhabi.

In 2013, the company will also open a GQ bar in Dubai, which will be located in a high-end hotel, the newspaper reported. Other GQ bars which have already been signed include Bangkok and Singapore, while an Istanbul establishment is also planned.

© 2012 ITP Business Publishing Ltd. All Rights Reserved. Provided by an company.


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Tags: food and drink, magazines

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