Over the last couple of years we have noticed that brands are making the leap from retail to kitchen, opening their own smartly designed places to eat and drink. Here are just some of the best brand restaurants, cafés and markets from around the world.
Vogue Russia has long been synonymous with the ultimate in style direction, known for its discerning content and high-end fashion. Vogue Russia has been designed to appeal to a high-end clientele, offering “world-class food and drink, stylish interiors and prime locations”. They aim to become the ‘go-to’ venues in their respective cities. Guests can enjoy a classic European cuisine with Russian influences. Signature dishes include a Russian “Olivier” salad with lighted salted salmon, and black cod baked in bamboo leaf.
Bar Luce was designed by film director Wes Anderson, Bar Luce recreates the atmosphere of a typical Milanese café. The space takes references from famous Milanese landmarks and cafes dotted around the city, particularly those dating back to the 1950’s and 60’s.
The collaboration on the restaurant design between Prada and Wes Anderson has proved wildly successful, with pinball machines and colour-blocked interiors nodding to the café’s film-star roots.
Time Out Market, Lisbon
Why is a famous publishing name hanging from the roof of a historic market hall? And why is a team of journalists running one of the world’s largest gourmet food spaces? The answers to these questions are in the project’s name: Time Out Market.
The concept was created in 2014 by the team at Time Out Portugal, with only the best ideas and business projects in Lisbon, which can stay in the market from one week to three years. If it’s good, it goes in the magazine, if it’s great, it goes into the market.
24 restaurants, 8 bars, a dozen shops and a high-end music venue are dedicated to serving the very best in Lisbon and is home to some of the city’s best known (and longest-running) market vendors of meat, fish, fruit and flowers. So why are brands and publishers opening up their own bars, cafés and restaurants?
“We have taken a very natural path into hospitality, a growing sector, where consumers are seeking diverse restaurant and bar experiences, which can complement and elevate their everyday,” Simon Taylor, Head of Business Development for Restaurants, told Marketing Week. “We personalise the offering by celebrating local cultures and trends, which unlocks the potential our brands have, and is a fresh way to invigorate the food and beverage sector.” Time Out is rolling out ‘Time Out Markets’ as part of its global growth strategy. It is launching markets in London and Porto in 2017 after a successful venture in Lisbon, which opened its doors in 2014.
According to Sarah Bartlett, CMO at Time Out Group, the markets aim to bring to life the culture of each individual city, focusing on restaurants, bars, cooking academies, shops and art galleries. It still very much relies on the editorial expertise of its journalists.
“It brings together under one roof the best of the city: its best restaurants, shops, bars and cultural experiences, based on Time Out’s editorial curation. These efforts will expand Time Out’s international presence and raise the profile of the brand, which currently has a monthly global audience reach of 137 million,” she said. Despite these new ventures, Time Out and Conde Nast remain adamant that print will remain at the heart of their businesses, offering readers multiple routes to experience and engage with the brands.
As Condé Nast’s Taylor concluded: “In a global marketplace, the cafés and bars create brand awareness while complementing the titles and supporting our readership.”