There is a particular thrill in being invited somewhere that feels like it belongs only to you, even if only for a while. That is the magic of Marc’s by Marc Jacobs at Hyde Park Corner. Nestled inside the new Maison Deux concept store, it is a true hidden outcrop. You could walk past it if you weren’t paying attention, and I suspect that is exactly the point.
Why Joburg Got It First
Before we get to the food, you should know the significance of what this café represents. It is the first permanent Marc’s by Marc Jacobs café in the world. Not New York. Not Paris. Johannesburg.
When this was put to Naazia Amod, head of marketing at the Al Capone Group, which developed the concep, her answer resonated. “The significance isn’t simply that Johannesburg got it first,” she said. It’s that Marc Jacobs believed Johannesburg deserved it first.”
She went on. “South Africa has one of the most sophisticated luxury audiences in the world. Our customers travel extensively, engage with global fashion, and understand luxury beyond logos. Launching here sends a powerful message that Johannesburg is part of the global luxury conversation, not following behind it.”
That is worth reading twice. The café was designed, approved and curated with the same level of intention you would expect from any major global luxury capital.
There is a real pride that comes with that. This wasn’t something happening elsewhere that we were lucky enough to receive. It was created for this market because the brand saw a genuine opportunity and relevance here.
The Room
The café seats only 20 guests. That intimacy is deliberate. The interior was conceived by the Marc Jacobs team, with ambient lighting, tactile finishes and those signature motifs: the button and the daisy. It feels refined but never precious. You could come straight from the office or in your weekend best. Both work.
The Food
So let’s start with the hand-cut chips. They arrive hot, golden, properly seasoned and served with a sense of occasion that makes you realise how rarely chips get treated with respect.
Everything here has been thought through. The coffee is prepared on an imported La Marzocco machine, customised with Marc Jacobs’ signature yellow branding.
A favourite was the lavender muse matcha. It belongs on a shortlist of things one would cross town for.
Tasting a Perfume
The most distinctive element on the menu is the collection of four entremets, each conceived as a culinary interpretation of a Marc Jacobs fragrance.
“The most important thing was ensuring the desserts stood on their own as exceptional pastries first,” Naazia said. “We never approached the concept as creating perfume-flavoured desserts. Instead, we looked at the emotions, notes and personalities behind each fragrance and translated those into flavour, texture, and aroma.”
She gave the example of Daisy Love. “It feels warm, playful, and comforting. Rather than trying to replicate a scent literally, we worked with ingredients that evoke those same feelings.”
What has been most surprising, said is how instinctively people connect the two. “Guests will often describe a dessert using the exact emotions associated with the fragrance before we’ve even explained the inspiration. That’s when you realise the concept is working. Not because someone is told the story, but because they naturally feel it.”
New York, Paris, Joburg
The menu is described as New York with Parisian influence, adapted for South African palates. When asked for a concrete example Naazia pointed to the bagel.
“The bagel is such an iconic New York food,” she said. “It was important to retain that connection to the city and to Marc Jacobs’ roots. However, when we looked at the South African market, we recognised that our customers tend to gravitate towards more substantial, flavour-forward meals.”
That is where the brisket came in. The Downtown bagel features smoked brisket, seasonal greens, caramelised onions, and honey mustard aioli. It keeps the authenticity of a classic New York bagel while introducing a richer profile that resonates with local tastes.
Luxury Is a Feeling
Luxury is a feeling, not a price tag. At Marc’s, that feeling is both exclusive and hearty. You are cosseted without being suffocated. The room is small. The service is warm. The food is serious.
Naazia put it well when we spoke about the 20-seat capacity. “Exclusivity for us isn’t about keeping people out,” she said. “It’s about creating an environment that feels thoughtful, elevated and worth returning to.”
Marc’s by Marc Jacobs is now open at Maison Deux, Hyde Park Corner. Go on a weekday if you can. And order the chips.
