MASH –Modern American Steakhouse – has found great success in its native Denmark, with four restaurants opening since 2009.
Now the restaurant, which first opened its doors in Copenhagen in 2009, is coming to London.
Using inspiration from traditional American Steakhouses, MASH serves large steaks cut from some of the best cattle in the world. The food is accompanied by an amazing wine list to match the high quality beef, and a design that enhances the experience.
Through MASH’s expertise, ambition, enthusiasm and professionalism they are keen to be known as one of the world’s best steak houses and their expansion into London will help to bring the brand to a wider audience.
The London restaurant is being opened within the building of the Regent Palace Hotel near Piccadilly. As a Crown Estate’s building, the whole site has been redeveloped and the art deco 1930’s interior painstakingly restored.
The main contractor on the project is Newman Scott Ltd and the architect is Herbert and Duncalf Design. The project manager is Push Design Ltd
Michael Duncalf from Herbert and Duncalf design, who have worked on all five MASH restaurants, told Premier Construction about the project. He said:
“We first looked at the Brewer St location for Copenhagen Concepts at the end of December 2011. At that point The Crown Estate were searching for the for a suitable occupant for such a high profile location. Early in 2012 we undertook a preliminary design scheme for MASH to see how the concept would fit within the space from both a master planning and brand perspective.
Following MASH securing the lease in early spring 2012, they commenced full scheme design and put in place a project team.
“ We commenced on site in June and the project is due for completion by middle of October, following handover to the client there will be a two weeks of set up and staff training and MASH London will open at the beginning of November 2012”
Due to the listed status of the building, everyone involved on the project has worked hard to create a space which is sympathetic to the listed interior.
“There were two listed interiors within the Regents Palace Hotel, one of which was the carvery restaurant ‘Titanic’ designed in mid 1930’s in the Art Deco style by Oliver Bernard. This interior is the main dining room within MASH.
“As a part of the redevelopment of the site by The Crown Estate and Dixon Jones, the listed interiors were carefully removed, renovated and reinstated under the auspices of Donald Insall Associates. We’ve been working closely with both The Crown Estate and Donald Insall to ensure that our design proposal is sympathetic and in keeping with the listed elements of the building.”
The restaurant is spread over three floors – with customers entering on Brewer St before being transported down to the dining room and bar below. In total the restaurant covers 2000 square meters- the main dining room is 800 square meters.
“In the dining room itself, because we’ve have this amazing listed interior, the challenge was to communicate the MASH brand language through the design of the furniture. We already had a wide palette of furniture, which we designed for the other MASH restaurants, but for this location we extended the palette and developed the design language to sit within the 1930’s interior.
“In addition to the listed elements we have designed a number of dramatic new features; the helical stair, a elegant sweeping form which occupies the two storey entrance atrium and is offset by the MASH ‘brand totem’ and wine wall, the entire entrance experience reflects a more American style of 1930’s glamour.
“On entering the main space the dramatic chrome and marble clad island bar defines the space and is flanked by two impressive meat vitrines. Within the dining room we have several wine display rooms, a mixture of table and booth seating, and two private dining rooms”
“Every project is important but it’s great to work on such a high profile restaurant in London. We have been working with the MASH client for about 10 years and we know them very well and are delighted to be working with them on there first venture outside Denmark”
Newman Scott Ltd
Newman Scott Ltd is one of the UK’s leading bespoke and specialist interior fit out companies. Established in 1993, quality shopfitting makes up the core of their business but they also work for a range of other clients such as restaurants and hotels.
Managing Director Dave Smiddy said:
“On MASH we basically managed the project. There is a lot of our own joinery involved because we have a large joiners shop up in the North East and we employed and managed every trade and therefore dozens of subcontractors.
“It was a different project to work on because it is three floors below ground level, with all the inherent problems of getting people and materials down there. Also it is in a grade 2 listed building which has all been taken apart and re-built so there was lots of governing factors in that it was a limited building.
“The restaurant had all sorts of issues to it as all jobs do but we see our ethos as taking all that worry away from the client, taking it on our own soldiers and getting it sorted.”
Florspec Ltd is a commercial flooring specialist working in the retail, shopfitting, commercial and new build sectors. With over 40 years of combined experience Florspec’s directors have worked for many blue chip companies and major high street brands including Next, Zara, Starbucks and restaurants such as Prezzo and Chimichanga’s.
Director Mike Horner said:
“On Mash we installed all the ceramic tiling, carpeting, timber and vinyl flooring. This was a big project, comprising over 450 square metres of timber flooring, over 500 square metres of carpet, 80 square metres of vinyl safety flooring and 600 square metres of ceramic tiling.
“It was certainly a pleasure to work on a project with as much character to it. The timber floor areas incorporate some nice architectural features with sweeping curved steps and chevron designs which reflects the existing art deco features within the building.
“As always, we used CSCS trained fitters on this project as we do with our other work all over the country. We’re a very solution orientated, proactive company with a high proportion of repeat order clients. I like to think that’s due to our emphasis on service and our directors being personally involved with every project.”
Nijboer Interieur Design
Nijboer Interieur Design began when Rene Nijboer started making kitchens and cabinets in an old chicken shed. 20 years later, Nijboer have a beautiful office, factory and employ more than 40 staff.
They specialise in almost every aspect of interior building, from office buildings, theaters and restaurants to living rooms and kitchens. Nijboer Interieur Design have worked with some internationally known firms like the Amsterdam Arena and Ajax, Van der Valk Hotels and Centre Parcs. They also make furniture for a number of television shows in the Netherlands.
Michiel Flapper said:
“For the MASH restaurant in London we’re making all the custom furniture like bars, banquettes and waiter stations.
“When we received the order to make the first MASH at Bredgade in Copenhagen we were enthusiastic and couldn’t wait to start on such a beautiful project. Since then we´ve worked on several MASH restaurants and have a good relationship with Herbert and Duncalf to make every mash restaurant in to something beautiful.
“We are proud to be a part of the whole MASH concept in Denmark and now in the centre of London.”
For more information on Nijboer Interieur Design and the services they provide, go to www.nijboer.nl.
Hansens Kitchens Equipment Ltd
Established in 1946, Hansens Kitchen Equipment specialise in the supply of kitchen equipment for the restaurant, hotel and leisure industry. The company has supplied kitchen equipment to many high-profile restaurants including Hawksmoor, Zucca, Angus Steak House and most recently the Marriott Hotel in St. Pancras.
Carl Lowe, Project Manager at Hansens Kitchen Equipment said:
“On MASH we were involved in all the early project meetings with the client and builder, purchased all the equipment and got it installed on site. We installed all the kitchen equipment such as the fridges, ice machines and large cold rooms.
“It was an important project to be involved in as it was a new, high profile client.”
Hansens Kitchen Equipment Company Owner, Peter Hansen, added
“At Hansens Kitchen Equipment we have an in-house design team, along with dedicated service engineers that can provide after sales back up and support. We pride ourselves on our approach to our work and we bring professionalism and experience to each job.”