Capturing the quality and heritage of GQ Magazine in a distinctive dining brand.
Condé Nast International Restaurants (CNIR) sought to capture the quality and heritage of GQ Magazine in a distinctive dining experience.
Through collaborative brainstorming sessions, meetings with the team and immersing ourselves in GQ’s marketing materials, we distilled the unique elements of the GQ Bar brand. Our robust brand strategy guided the brand’s identity design, its communication across various channels as well as everything from food and drink offerings, tableware and entertainment to expected employee behaviour, location selection, interior décor, furnishing and overall operations.
GQ Bars were successfully launched in Moscow, Istanbul and Dubai in 2008 and expanded into restaurants, cafés, bars, lounges and clubs across Europe, Asia and the Middle East. Off the back of this success, CNIR awarded us with new challenges - creating the Vogue Café and Tatler Club brands.