YOU'VE read the magazine, now you get to be in it - or in its namesake restaurant, at least. Tentatively set to open on June 6 is Vogue Club Singapore, the fashion bible's first eatery in Asia.
The 80-seat restaurant and 160-seat lounge collectively known as the Vogue Club will sit on the 45th floor of the Singapore Land Tower building in Shenton Way. Two private rooms and a separate high-end sushi and martini pairing bar, Sushitini, will share the mezzanine level above. Both floors take up 11,000 sq ft, and are encased in a glass cylindrical structure on the building's rooftop. The club will be surrounded by a 7,000 sq ft terrace which offers a 360-degree view of downtown Singapore.
Despite its name, it will not be a members-only club. Trilogy Hospitality, a Singapore-based F&B company founded by Dutch businessman Suredj Autar, will run the restaurant under a trademark licence with magazine publisher Conde Nast International. Trilogy's chief executive Jacco Klip says: "Good food and service should be a given, but these days, people are also looking for an experience and a lifestyle when they dine out."
Vogue, with its high global readership, is a brand name with "natural appeal". He says: "It stands for class, it stands for fashion and refinement. And we found the right design to translate all this into a restaurant."
The club's interiors were put together by local design firm Falkcon, which was given full access to Vogue's library of images. Besides photos of well-known personalities, one can expect the club's dining spaces to be cloaked in dark wood, and furnished with plush sofas in black and white, topped with flashy red accents.
The restaurant will serve up modern European cuisine and be pegged as an "affordable luxury", says Mr Klip. Lunch will cost $35 to $40 a head, with salads and desserts served buffet-style; dinner will average $75 a head.
Australian chef Robert Johnston, who has worked in Dubai, the UK and Singapore's Osia restaurant in Resorts World Sentosa, will helm the kitchen; Briton Anthony Killip will preside as restaurant manager.
The Vogue lounge will feature a 5.5m long working fireplace, intended to create an exclusive, intimate ambience, says Mr Klip. Besides Vogue Club, Trilogy also holds the local licensing rights for GQ Bar, which will be more male-oriented and targeted at 30-50-year-olds in middle management. A nearby CBD rooftop has been found for it, but the location is pending confirmation, says Mr Klip, a hotel industry veteran who helped set up Zafferano atop the Ocean Financial Centre with his previous company. Trilogy also plans to launch a Vogue Cafe, which will incorporate a restaurant, bar and patisserie, by year-end.
Besides these Singapore ventures, Conde Nast now owns the eight-year-old GQ Bar, Vogue Café and Tatler Club in Moscow; it has further signed licensing agreements in Istanbul, Dubai, Abu Dhabi and Kiev, with these outlets set to open in the next one and a half years. Vogue Club will also open in Bangkok's MahaNakhon CUBE retail complex this year.
Stuart Nielsen, the director of Conde Nast International's two-year-old Hong Kong-based restaurants division, said: "Singapore, with its colourful F&B scene and mature dining audience, is a great market to offer a new F&B concept like ours." Meanwhile, Trilogy will launch Bull and Butcher, a casual steakhouse in Plaza Singapura in April, and Planet Tapas, a tapas-with-a-twist concept, later this year.
The company is also planning to expand to Shanghai.