Pachamama Group to launch Effie in Bayswater

Called Effie, it will be Pachamama Group’s fifth venue, joining its restaurants in Marylebone, Chelsea, Shoreditch and Notting Hill and will occupy a 5,000sq ft space across two floors within the building, which is now called The Whiteley,

The new restaurant will directly accessed via the corner of Queensway and Porchester Gardens in Bayswater and will serve a menu inspired by the Aegean coast with a focus on traditional cooking techniques and a menu of char-grilled meats and fish.

Also opening at The Whiteley will be Guillam Coffee House, the fifth central London site for the coffee house group.

Both venues are set to open in 2024 and will join other brands at The Whiteley that include an Everyman Cinema, Third Space and Six Senses.

“We are proud to be partnering with brands that will deliver an outstanding experience within this reimagined London landmark,” says Adam Goldin, head of UK at CC Land.

“With Effie by Pachamama Group and Guillam Coffee House joining our collection, we continue to realise our vision of turning The Whiteley into a truly unique residential, retail, leisure destination, respecting its retailing legacy.”

The building will in total house 19 commercial tenants and is part of a wider £3bn regeneration of Queensway.

More brands joining the development will be announced in the coming weeks.