Condé Nast has opened its first branded property venture in China with the launch of the Vogue Cafe Beijing. Opened under a licensing agreement between Beijing Sycamore Seed Advertising and Media, the new cafe marks the first of a sweep of planned branded cafes for China.
The second Vogue Cafe will open in Shanghai in 2021.
Located at the iconic China World Mall in the Chaoyang District in central Beijing, the Café sits among the city’s leading luxury flagship stores. The area brings together local and international visitors, with a mixture of retail, office spaces, hotels and residential.
The Café is positioned as the ‘ultimate destination for shoppers seeking a unique dining experience’, as well as office workers looking to grab a takeaway lunch.
“Beijing’s rich culture and long history paired with the constantly evolving restaurant scene makes it one of the most enticing cities in China, which is why Condé Nast is thrilled to open the country’s first Vogue Café in the capital,” said Markus Grindel, managing director, global brand licensing, Condé Nast.
“Vogue Café Beijing will bring luxury fashion and high-end cuisine together – an experience sure to enchant both local and visiting epicures.”
Vogue Café Beijing, spread over 400 sq. metres, features two elegant dining rooms and a feature cocktail bar. In keeping with Vogue Cafés globally, striking images and covers from the archives of Vogue adorn the walls, including iconic shots featuring some of the world’s most renowned models and photographers.
Joining Vogue Café Beijing as head chef is Jack Yao, whose career spans over 14 years. Having formally trained in Italy and Singapore, Yao’s exclusive menu blends influences from Italian and Asian cuisine for an alluring mix of flavors. Vogue Café Beijing will be open seven days a week, between 10am and 10pm. The Café also operates a full home delivery service.
Vogue Café Beijing joins Condé Nast’s portfolio of branded property under its global licensing division. Other Condé Nast restaurants around the world include Vogue Cafés in Kiev, Moscow, Porto and Riyadh, Vogue Lounge Kuala Lumpur, Vogue Restaurant Istanbul and GQ Bar Berlin.
Condé Nast has published its media titles in China for nearly 15 years, having launched Vogue China in 2005, which today ranks as the country’s most influential fashion authority.
Today, Condé Nast China publishes titles including Vogue, Vogue Film, Vogue Me, GQ, GQ Lab, GQ Style, Condé Nast Traveler and Architectural Digest, under copyright cooperation with partners.