On the former Balls Brothers site on 34 Brook street, the new venture is being backed by a loan from Grosvenor’s Tenant Investment Fund.
The fund was ‘established to enable businesses with new ideas and diversification strategies to expand and create jobs at a time when access to traditional bank funding is constrained’.
The high-profile landlord’s fund has also supported the launch of JKS Restaurants’ latest venture, Bibi, in Mayfair’s North Audley Street, and Atis, a salad bar and bowl concept in Belgravia’s Eccleston Yards.
“The West End is renowned for its world class sense of occasion and fun. Inception Group’s immersive destinations are the capital’s most highly anticipated openings, and their expansion in Mayfair is a huge vote of confidence in the future of central London’s night-time economy,” says James Raynor, CEO, Grosvenor Property UK.
Charlie Gilkes, Founder, Inception Group, added: “'Grosvenor has been incredibly progressive in finding ways to support hospitality and retail tenants. With limited funding for new openings in the wake of the pandemic they are enabling growth and new jobs that simply not have happened were it not for the Tenant Investment Fund.”
“The iconic former Balls Brothers site in Mayfair is a fantastic space from which to create a truly exceptional iteration of a Mr Fogg's cocktail bar. Mayfair is changing all the time. Alongside world renowned brands like Claridges and Le Petit Maison, we’ll be opening close to retail and hotel developments like the Rosewood and Biltmore in Grosvenor Square, and the South Molton Triangle development.”
Launched in 2013, Mr. Fogg’s is themed around the explorer Phileas Fogg. The portfolio currently includes Mr Fogg's Residence in Mayfair, Mr Fogg's Gin Parlour in Covent Garden and Mr Fogg's House of Botanicals in Fitzrovia.
Inception Group was founded by Gilkes and Duncan Stirling in 2009.
