M&M Global spoke to Condé Nast International Restaurants director and executive chef Gary Robinson to find out how live experience brand extensions are helping the publisher reach a new audience.
Robinson argued that its portfolio of six Vogue, Tatler and GQ restaurants and bars help to bring the brands “to life in a 3D environment”, stressing the importance of recognising the differences in readership and tailoring the experiences accordingly.
“Looking inside what the world of Vogue is, we replicate that through what the experience is in the restaurants – it’s light, it has a feminine touch to it, it’s very clean, it’s very forward thinking,” he said.
“Into GQ, obviously it’s a masculine magazine, a masculine title, it’s in the world of bars rather than the world of restaurants so it’s a bit more drink driven. It’s a place to go more of an evening. It’s generally a much darker, more robust space.
“I guess Tatler Club, I’d call it our wildcard. It’s that iconic magazine that we love not putting a finger on.”