Les Deux Magots in Riyadh
Tokyo, São Paulo, Riyadh and soon other capitals. Les Deux Magots conquer the world!
Present for 30 years in Japan, the literary café preferred by Parisians and tourists, is going to conquer the world, in Brazil and the Middle East.
Known as an institution of the art of living, it was time for the House to meet the public from the four corners of the world who, when visiting Paris, never miss the opportunity to return to the mythical café on Boulevard Saint-Germain.
We are therefore pleased to announce the opening of Les Deux Magots in Riyadh , Saudi Arabia on May 12. “ As in Tokyo and later in São Paulo, the locations chosen are exceptional and unusual”, announces Jacques Vergnaud, brand coordinator of Les Deux Magots.
In Saudi Arabia, a market of 36 million people with strong purchasing power, Les Deux Magots is located on the first floor of a complex of fashion boutiques, restaurants and a cinema, overlooking a magnificent fountain .
“The goal is to open in different capitals or large cities whose residents are also lovers of our mythical Parisian address.” As you can see, Les Deux Magots does not want to become a chain of Parisian cafés. Each House will be exclusive in the country and has the mission to export the art of living by adapting to the culture of the country.
“Each time, in these new settings, the consumer will find the markers that have made the reputation of Les Deux Magots: materials (woodwork, brass, moleskin, mirrors), the color code, the visual identity, the typically Parisian dishes (the croque-monsieur or the hot chocolate), the waiters in black and white outfits and their typically French way of serving, and, finally, of course, the iconic statues of the House!”continues Jacques Vergnaud.
As in Tokyo, pop-up and concept stores will offer coffee shops, delicatessens and related products to take home.