Les Deux Magots: the Saint-Germain café becomes a global brand
A landmark on the Left Bank, Les Deux Magots is no longer content with a glorious past: it is inventing its future between chic nostalgia and international expansion.
On March 14, 2025, Les Deux Magots reopened its doors after several months of renovation. And while it retains its legendary aesthetic – green and white blinds, red banquettes, wall candlesticks – it is now positioning itself as a global brand. Yes, the legendary bistro dreams of becoming the Louvre of German-Pratin gastronomy.
A living heritage of ghosts and pop culture
As soon as you enter, a concert of French classics – led by Françoise Hardy – sets the tone. The restaurant exudes collective memory: you sit where Simone de Beauvoir, Louis Aragon or Picasso might have put their thoughts. In fact, some seats are marked with signs bearing the names of their prestigious occupants, such as Pablo Picasso or Dora Maar.
Bistrot chic… and caviar
When the restaurant reopened, guests – including Valérie Trierweiler and Jordan De Luxe – were treated to top-of-the-range bistro cuisine: mimosa eggs, leek vinaigrette, fillet of beef… with a touch of luxurious Prunier caviar. The waiters, wearing jackets and bow ties, add to the theatrical, almost cinematic atmosphere.
From Paris to Tokyo: Les Deux Magots goes global
Les Deux Magots is no longer just about Saint-Germain-des-Prés. Tokyo, Riyadh and São Paulo are already home to branches of this Parisian institution, as part of a clear international heritage strategy, like the Louvre or the Sorbonne.
And in keeping with the times, the address now has its own boutique, nestled in the basement. Chrome coffeepots, derivative objects: theSaint-Germain spirit becomes lifestyle.
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