Gaucho CEO Martin Williams has announced the launch of the group’s ambitious Charlotte Street concept.
The site represents the first step of Gaucho 2.0 – a bold new socially responsible vision for the way restaurants operate both socially and environmentally.
When it first opened in 1994 and captured the imagination of Londoners with a modern, premium steak offering, Gaucho was a trailblazing restaurant celebrated for its quality and became a destination in each neighbourhood it opened.
After witnessing first-hand the gaucho way of life, exploring the Pampas region at the foothills of Argentina’s dramatic, mineral rich mountain ranges, amongst farms and high-altitude vineyards, Gaucho’s original founders translated these travels to London.
Fast forward to today via successes and challenges, and Gaucho is now under new ownership and leadership with CEO Martin Williams, Managing Director Ross Butler and Brand/Marketing Director Jenna Bromage.
The launch of Gaucho Charlotte Street in London’s Fitzrovia this December will be the first fully formed expression of the evolved offering that Martin and his team have been tirelessly working on.
The 128-cover restaurant will include a Beef Bar – a four-seater counter bringing the theatre of the kitchens to guests, two elegant bars, a cinema screen and private dining space.
Newly appointed design agency, DesignLSM, are behind the restaurant’s interior and have channelled the spirit of modern Argentina and real gauchos.
The natural landscape they inhabit is visualised through tones of colour, tactile materials and textured tiles. A striking monochrome marble bar on the ground floor provides a nod to the brand’s heritage, with intimate leather seating booths designed to evoke Argentine gaucho-country’s traditional stable yards.
Downstairs accents of ochre, deep blue and grey evoke the wild Argentine landscapes creating a sophisticated dining destination that exudes relaxed, effortless glamour.