Vogue's fash-ion-loving fans will soon have a chance to drink in the magazine's aura at a new caf脙漏 in Dubai.
The glossy's magazine's publisher, Cond脙漏 Nast International, said this week that it expects to open the Vogue Caf脙漏 in the glitzy Gulf emirate's largest shopping mall by the end of the year.
It will be the company's first such caf脙漏 in the Middle East, where luxury fashion labels such as Louis Vuitton, Burberry and Chanel are extremely popular among the region's well-heeled shoppers.
"The expatriate community and the local Emirati community are very conscious of brands," said Stuart Nielsen, director of Cond脙漏 Nast's restaurant division. "People always love to eat and drink, and we see an opportunity because they love fashion."
The caf脙漏 will be surrounded by high-end fashion and shoe stores in Dubai Mall. The sprawling shopping centre is located at the foot of the world's tallest skyscraper, the 828-metre-tall Burj Khalifa, which is already home to a swanky hotel and several restaurants designed by Giorgio Armani.
Contemporary European food will be on the Vogue Caf脙漏 menu, but no alcohol will be served, Nielsen said.
Drinks, however, will be available at another Cond脙漏 Nast outlet designed to cater to male fans of its magazines. The publisher expects to open a bar based around GQ magazine in one of Dubai's high-end hotels next year.
Cond脙漏 Nast opened a similar caf脙漏 in Moscow in 2004. It has since opened two other establishments tied to its brands in the Russian capital.
The company is planning to open another GQ Bar in Istanbul this year, and has signed deals for Cond脙漏 Nast establishments in Bangkok and Singapore.
