The independent operator, which currently has four sites in New York’s East Village, focuses heavily on design and atmosphere to create ‘unique and interesting’ spaces.
The group’s Edward Armstrong explained that the split-level London site will be more food-oriented than its US counterpart, with classic American comfort food such as wings and burgers, alongside Louisiana dishes like jambalaya.
“In the US we’re drink-led, with craft beers and cocktails, but we’ve also got a full food offering in all the sites, and here in London, given the location of our site in Clerkenwell, I suspect we’ll do a pretty heavy food offering.”
Craft beers
Inspired from New Orleans’ vibrant Ninth Ward area, the venue will offer 10 to 15 craft beers on tap – including American ones, as well as cocktails.
“In terms of look and feel, the London site will definitely be different from the New York one, because of the nature of the building – it’s got huge windows at the front for example, whereas our New York venue is very much a late night joint and looks it. The one in London is likely to be a bit lighter and airier,” Armstrong added.
Location
According to him, Clerkenwell is home to a similar demographic to the people who visit Ninth Ward New York– workers in design studios, architectural firms, PR and marketing for example.
“Obviously we want to target people who work around there, but also people who live there. In every site we’re very keen to make sure we offer something to the local community.”
Armstrong added that the group ‘would love to grow in London’, though there are no hard plans yet.
The 2,500 sq.ft Farringdon Road site, split between the ground floor and basement, was secured by Shelley Sandzer.