DUBAI, United Arab Emirates — Condé Nast International continued the expansion of its non-publishing businesses, yesterday, opening a second Vogue Café, situated in The Dubai Mall, in partnership with Inspired Brands.

In recent years, the company has stepped up its efforts to extend its most famous magazine brands — powerful lifestyle signifiers — into a number of non-publishing businesses, following a dip in advertising revenue experienced during the Great Recession and in response to the promising profitability of its current hospitality ventures.

Jonathan Newhouse, chairman and chief executive of Condé Nast International, told BoF in April: "These businesses are already having a significant impact, the restaurant business which began in earnest two years ago, outperforms many countries where we publish magazines."

Dubai’s Vogue Café joins Condé Nast International’s existing hospitality ventures, including a Vogue Café and Tatler club in Moscow, and a GQ Bar in Istanbul. A Vogue Club is set to open in Singapore in July.

Stuart Nielsen, director of restaurants at Condé Nast International, told press at yesterday’s event, “We will soon be announcing further expansion plans in the UAE.” In the past Nielsen has identified “the Asian, Middle Eastern and Latin American markets” as key to the company's plans.

Read more about Condé Nast International's brand extensions:

Drinks at GQ

Editor's Note: This article was revised on 31 May, 2013. An earlier version of this article misstated that Condé Nast International's hospitality ventures in Moscow included a GQ Bar, there is currently no GQ Bar in Moscow. The article also misstated that a Vogue Club, located in Singapore, would open in June. It will in fact open in July.