Premier Hospitality

Victors Alderley Edge

Written by Roma Publications

Victors Alderley Edge

East Coast Concepts, the Manchester-headquartered operators of the hugely successful Neighbourhood and Victors brand, have opened a new site in Alderley Edge. Opened in November 2018, Victors Alderley Edge follows the latest Neighbourhood opening in Leeds and an extremely successful push into the south with Victors Oxford.

Situated in the former Alchemist site on London Road, the new restaurant and bar offers 130 covers over two floors and brings a taste of the Hamptons to Alderley Edge.

East Coast Concepts appointed Carroll Design to execute Victors signature sophisticated yet relaxed coastal look and feel. Guests will see whitewashed brick, oak beams; wisteria clad walls and ceilings and bespoke furniture imported directly from Italy and Missoni fabric adorning the walls and the bar.

Speaking to Premier Hospitality magazine about the project, Scott Reid, Senior Interior Designer at Carroll Design, said: “We have worked with East Coast Concepts before when we produced the original Victors site in Hale and then worked on their most recent site, Victors Oxford, at the Westgate Centre.

“The brief from the client was to continue the Victors ‘Hamptons inspired’ all day dining restaurant and bar experience but to move it on to the next stage of design.

“For this site, we took an existing operation and retained only the existing kitchen. The existing ground floor and first floor were stripped out completely, which enabled us to position the new bar and seating layout to suit the Victors operation. There is a second bar within the Private Dining Room created on the first floor.

“Apart from the striking wisteria install wall which greets you upon entry and spreads throughout the first customer area, we have introduced Missoni Tahiti fabric to the bar itself and a number of wall panels. This is tied together throughout the customer area with the use of Missoni Tahiti cushions to the fixed and loose seating. Missoni fabric has also been introduced to the rear ‘orangery’ dining area but this time Missoni Vinci has been applied within the inherited ceiling structure. The theme of the previous Victors has been carried throughout with the use of Italian Arabescato marble, back lit Honey Onyx, distressed limed Oak, Italian furniture and leather.”

A private dining room offers the perfect space to host Christmas parties, birthday and other special occasions. Designed to be a beautiful continuation of the main restaurant, it accommodates between 40 and 60 guests and has separate access in addition to its own bar.

The all-day dining concept is the perfect option for all times of the day, opening daily from 9am, serving breakfast, brunch, lunch, dinner and cocktails. Whether it is coffee and cake for a catch up or a special dinner date with cocktails and dancing to the DJ, Victors has something for everyone.

Serving a modern American menu, designed to share, the menu really does take the best that America has to offer. Signatures include the famous Victors Lobster tacos, Lil Burgers, chargrilled lamb cutlets and a full sushi and raw bar menu, all made to order in house.

James Hitchen, Victors Founder and CEO said; “We are incredibly proud and excited to have opened in Alderley Edge. It’s such a beautiful part of the world to live, with real community spirit with the hustle and bustle of a truly vibrant destination. We want to embrace the community and become a real hub for the locals of Alderley Edge whether that is for breakfast, cocktails or dinner.”

Alderley Edge is the sixth opening for East Coast Concepts, which shows no sign of slowing down with a further two sites already in the pipeline for 2019.

“Feedback has been nothing but positive from both client and customer to date and it has been cited as a beautiful addition to the Alderley Edge high street,” added Scott.

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