From flat whites to fashion: Inside the Marc’s by Marc Jacobs café

When we heard that the Marc’s by Marc Jacobs café had landed, we were curious. It’s already one of the most Instagrammed spots in Joburg, with every influencer and their cousin turning up, looking impossibly stylish while photographing a coffee and a perfectly placed macaron. But what is it really like, and does it live up to the hype?

The man, the brand, the café

For the fashion illiterate (when I mentioned it, a friend’s response was, “who?”), Marc Jacobs is a major name in American fashion. The New York designer rocketed onto the scene with grunge-inspired collections in the early 90s. He then served as creative director of Louis Vuitton from 1997 to 2014.

The fashion café is the first of its kind in Africa, and while it’s not the first foray into restaurants or pop-ups for the brand, it is the only one globally in this exact format and with this name.

That unique selling point alone felt like reason enough to visit. So, I gathered “the mothership” – a level-headed presence not easily swayed by brands or fripperies – and headed off to Hyde Park Corner for a mother-and-daughter date.

Inside Maison Deux

What I hadn’t realised is that the café is tucked inside Maison Deux, one of a handful of independent ultra-luxury boutiques in the centre. Like other brands, including neighbour Avenue 2A, it brings together a mix of high-end designer brands under one roof.

A trip to Hyde Park Corner is always fun, but it does come with a certain perspective shift. You’re reminded that while much of the country is navigating a tough economic reality, this corner of Joburg feels like it’s operating on a different planet.

Maison Deux is genuinely worth a visit. Developed by the Al Capone Group, which operates other high-end stores across South Africa, it’s conceived as a luxury department store in the style of Harrods, albeit on a far smaller, more boutique scale.

Inside, you’ll find a curated mix of international fashion, homeware and, of course, the café, with brands including Etro, Isabel Marant, Marc Jacobs, Missoni and Stella McCartney.

It’s a beautiful space, but it was the smaller homeware areas that really caught my attention. If a generous benefactor felt inclined to gift me a Missoni ottoman or an Etro scatter cushion, I certainly wouldn’t say no.

Style without the attitude

The café itself is compact – think six to eight tables – with a sunny, yellow aesthetic, striped lampshades, plenty of plants and signature Marc Jacobs wallpaper. Because of its size, and the fact that you can’t book, you may have to wait for a spot. Our advice is to put your name down as soon as you arrive. We waited about 20 minutes, giving us just enough time to wander over to Exclusive Books.

While a designer café like this might be expected to feel a little snooty, it wasn’t. The staff were lovely, and service throughout felt warm and attentive. The store is owner-run, and two members of the family behind the group, who preferred not to be named, were there on the day, stopping by for a chat and checking in throughout. It adds a personal touch you don’t always find in spaces like this.

What we drank

It’s a no-booze zone, so my mom opted for a mocktail, a strawberry daiquiri (“minus the daiquiri” – her joke), which she enjoyed, though she maintains it would have been better with rum.

We both agreed, though, that my choice, the Strawberry Coconut Tote iced matcha, was the winner. As a devoted matcha drinker, I can confirm it’s creamy, balanced and genuinely good. Highly recommended. We didn’t try the coffee, but we did spot some very good-looking lattes and cappuccinos, complete with foam art, all made on custom yellow La Marzocco machines branded for Marc Jacobs.

What we ordered

The menu is compact but varied, with salads, sandwiches, pasta and breakfast options, from waffles and bagels to a few sweet treats. There are good vegetarian options, though not much for those avoiding gluten, like me.

For mains, I went for Marc’s Harvest, a delicious and very photogenic salad, the kind that looks great on Instagram but delivers taste-wise too. It included beetroot done a few ways, butternut, goat’s cheese, mixed seeds and rocket.

My mom opted for the Halloumi Royale, a toasted ciabatta sandwich filled with olives, sundried tomato, seasonal greens, peppers, basil and zucchini, which she thoroughly enjoyed. It came with perfectly crisp, uniformly cut homemade fries, and a rich tomato sauce. The kitchen makes all its own condiments, which impressed us big time.

For research purposes

We finished off with a round of macarons, purely in the name of good journalism, of course, with pistachio crème and matcha flavours being the clear winners.

The café is also a great spot for a coffee and something sweet, including Marc Jacobs’ own favourite, the Luxe in the City carrot cake. And if you’re feeling extra, there are the entremets; intricate, multi-layered cakes finished with glossy glazes and delicate detailing, inspired by Marc Jacobs fragrances.

What it’ll cost you

It’s not cheap, but it’s not exorbitant either. A salad comes in at R180, and the halloumi sandwich at R185. To put that in context, a similar order at Mugg & Bean would be closer to R89, so yes, it’s a step up. But you are paying for the experience, and the ingredients are clearly in a different league.

If you’re in the mood to treat yourself, there’s also a lobster roll on brioche for R350. The matcha is R130, but it’s the real deal, and a latte or cappuccino sits at about R52.

Macarons are R45 each, the carrot cake is R130 a slice, and the entremets come in at R180 – firmly in treat territory.

The bottom line

Our final thoughts? It’s fun, and well worth a visit. Whether you’re there for a meal or a coffee date, it makes for an easy, enjoyable outing. It’s also a pleasure to browse Maison Deux – even if, for those counting pennies, that’s where it ends – before settling in at the café.

It’s a great spot to meet a friend for a catch-up, or to take your teenager and their friends and score some serious cool-parent points. The staff are genuinely lovely; the food is good. Overall, it gets a firm thumbs up from us.

UM45 Upper Mall, corner of Jan Smuts Avenue and Winnie Mandela Drive, 6^th Road, Hyde Park, Joburg.

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_{Image: Jo Buitendach and supplied.}