Launching Zelman Meats
Zelman Meats is the latest experimental venture from the renowned restaurant group Goodman; those behind the limited menu concept Burger & Lobster, the immense steakhouses Goodman and the exclusive Steak and King Crab concept Beast.
Stamped with Misha Zelman’s name, Zelman Meats presents itself as an approachable and affordable location, with a menu based upon their repertoire and what they do best – beef. The menu is limited and changeable, but remains true to the refined methods involved in serving up good quality meat whilst offering up the opportunity to dine at a lower price-point to Goodmans.
The site in Soho, tucked away on St Anne’s Court, has proved to be a challenging location in the past but it has also enabled the Goodman Group to bring a great steakhouse to the heart of Soho. Like the Zelman Meats offer of ‘great beef, great wine’, the brief was to transform the space into an uncomplicated but well executed environment. Although adopting a no frills approach to the design, Shed also wanted to create an environment that was like an old pair of brogues; comfortable, familiar, at times cool but never try hard.
The exterior has taken on dark shades of black and grey so as to accentuate two statement, oversized and illuminated signs flanking either end of the 25 meter façade to signal the destination. Glimpses of the restaurant interior and wine displays help to set the scene inside.
Shed set out to divide the vast 360sqm front of house area to include a private dining area, open kitchen, main restaurant area and bar area. Oversized oxblood leather booth seating sits alongside repurposed carrara marble table tops whilst overhead, mild steel luggage racks provide a playful yet practical solution for customers’ belongings. The theme of bold statements is again used internally through a number of conveniently placed immense blackboards which eliminate the need for conventional menu sheets. Whilst a series of mesh screens and wine cages assist in breaking up areas within the restaurant. Oversized weighty butchers block tables provide communal seating for large parties and lunchtime take away customers. The blacked out exposed services and array of salvaged industrial lighting create intimacy for each table.
There are obvious bold hang-ups from its previous incarnation; a fish tank and sink by the entrance, the stainless kitchen ceiling from where the extent of the kitchen was reduced, the miss-matched layout of the mosaic flooring and even the crockery. However this is intentional, after all Zelman Meats is somewhere not to be taken too seriously and sets up a light-hearted unassuming ambiance. In other instances, the existing furniture has been woven into the scheme, such as the marble bar which has gained a new gantry and timber cladding.
The final layer and quirky personality to the design comes through some carefully selected artwork which adorns the walls. Artwork by Butch Anthony, an American artist from Alabama, who collects objects and paintings and transforms them into statement pieces with his signature style is layered upon old black and white butcher prints sourced from Nebraska.
Dave Strauss, Operations Director, said:
“This has been our first project with Shed and potentially the hardest challenge we have ever assigned: the budget was small, the turn around on site was limited to two weeks and the brief was to produce something unique. I am confident in saying that this was all achieved. I expected professionalism but was surprised by their flexibility and problem solving. We are already working on our next project together.”
hcm Interiors were the main contractors on the project, with CDC responsible for metalwork. hcm Interiors undertook the £300,000 project to refurbish and fit out the existing restaurant at St Anne’s Court, Soho.
Jason Beedle, Managing Director for hcm Interiors, said:
“hcm Interiors are pleased to be involved in a serial partnering arrangement to provide a high-quality restaurant and bar fit-out service for Goodman, Beast and Burger and Lobster, which are all operated by the same company.”
“Our team of experts delivers a ‘hands-on’ service and our proactive approach ensures a fantastic finished product every time. There is nothing more rewarding for us than delivering a project that is striking in appearance and functional whilst encouraging people to return time and time again.”
Hillcross provided all the seating and banquettes; Halton were responsible for all the kitchen equipment; and Lighting Corporation provided the lighting. Harle Electrical was responsible for all the M&E.
For more information, please visit: www.shed-design.com / @sheddesignltd