A Global First: MARC’S by MARC JACOBS Opens Its First Permanent Café in Johannesburg

Johannesburg takes its place on the global luxury map with the launch of the world’s first permanent Marc’s by Marc Jacobs café. Nestled inside Maison Deux at Hyde Park Corner, this fashion-meets-food destination blends New York energy, Parisian finesse and South African flavour into a singular, immersive experience

In a landmark moment for both fashion and hospitality, Marc Jacobs has opened the doors to the world’s first permanent Marc’s by Marc Jacobs café, not in New York or Paris, but in Johannesburg. Situated within Hyde Park Corner, the café forms the beating heart of Maison Deux, a luxury concept store that seamlessly merges fashion, homeware and dining under one roof.

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Developed by the Al Capone Group, the space draws inspiration from the effortless cool of a New York café, reinterpreted through a distinctly South African lens, the concept signals a bold shift in how global luxury brands are choosing to engage with local audiences.

Johannesburg Hosts the World’s First Permanent MARC’S by MARC JACOBS Café

From the moment you step inside, the café’s design language is unmistakably Marc Jacobs: playful yet polished, with ambient lighting, tactile finishes and bold accents that mirror the house’s signature aesthetic. Iconic motifs like the daisy and the button subtly weave through both the interiors and menu, blurring the line between fashion and food.

But it’s the menu that truly elevates the experience into something extraordinary. Conceptualised as a sensory extension of the brand, the offering draws on New York influences with a Parisian culinary foundation, all thoughtfully adapted to local tastes.

At the centre of this is a collection of intricate entremets, each inspired by a signature Marc Jacobs fragrance. From New York Nights, a decadent composition of chocolate, salted caramel and coffee, to Wild Pink, a delicate balance of raspberry, lychee and rose, each creation mirrors the structure of a perfume; layered, nuanced and designed to linger.

The pastry programme, shaped by training with world-renowned chefs like Antonio Bachour and Nina Tarasova, brings a refined, technique-driven approach to every detail. This precision extends to the café’s macarons, each named after New York neighbourhoods, from Soho to Tribeca, and designed as collectible, giftable pieces of edible branding.

Beyond pastries, the menu unfolds like a curated collection. Breakfast includes elevated takes on classics, from waffles layered with unexpected textures to signature bagels filled with everything from salmon to smoked brisket. Mains range from indulgent wagyu burgers to fresh, flavour-forward salads, while standout dishes like the lobster roll nod to East Coast American dining culture.

MARC’S by MARC JACOBS Opens Its First Permanent Café in Johannesburg

The beverage offering is equally considered. Coffee is crafted on a custom-branded La Marzocco coffee machine, while teas are sourced from Lydia Gautier, a name synonymous with fine, artisanal blends. A playful selection of iced drinks, ceremonial-grade matcha and fragrance-inspired mocktails adds another layer of discovery.

Fashion, Food, First: MARC’S by MARC JACOBS Debuts Its First Permanent Café in Johannesburg

Despite its global pedigree, the café remains intentionally intimate, seating just 20 guests, a choice that reinforces its positioning as a destination rather than a thoroughfare. It is also fully Halaal certified, reflecting a commitment to accessibility and inclusivity within a luxury context.

More than just a café, this opening marks a significant cultural moment. With future locations planned for New York, Johannesburg’s debut underscores the city’s growing influence as a hub for experiential luxury. At Marc’s by Marc Jacobs, fashion is no longer confined to the runway, it’s something you can taste, sip and step into.