Premier Hospitality

VQ Euston London

Written by Roma Publications

VQ Euston

Set on the ground floor of the recently refurbished boutique-style Euston Square Hotel, VQ’s fifth all-day café, restaurant and bar officially opened in November 2018. Serving from sunrise to the early hours the new location is conveniently placed right next to Euston Square tube station. The 60-cover restaurant and 30-cover bar features a creative, eye-catching interior design by designers BusbyWebb, as well as an outdoor seated terrace and private dining room for ten.

Speaking to PREMIER HOSPITALITY MAGAZINE about the project BusbyWebb Creative Director, Nick Wills said: “We have a deep understanding of what VQ is and part of their plan and strategy has always been to move into hotel spaces. VQ is about cosmopolitan, modern city life blended with an informal style. The restaurant has a more Bloomsbury meets Shoreditch feel to tie in with the hotel. We evolved the VQ palette to suite the space, combining the two together but still retaining the VQ experience.”

Developing the monochromatic scheme for the original 24-hour VQ Chelsea on Fulham Road, BusbyWebb have added dark walnut and burgundy tones with accents of timber and leather, creating a chic interior that is comfortable whether you’re having a breakfast meeting, leisurely lunch, intimate dinner or late-night cocktails.

Commenting on the sites stand out features, BusbyWebb Interior Creative Director, James Coates said: “We took the linear look and feel of the VQ logo and introduced this into the materials and finishes. The brand is all about 24 hour life so the interior language and idea of movement through different materials and spaces is used throughout. Angled lines and premium finishes of dark wood are mixed with concrete panels to bring that Bloomsbury meets Shoreditch experience to VQ. We used mirrors in the space to expand the experience adding more depth to the restaurant to make it feel a little bit more open.”

The new VQ restaurant is based in the former reception area and Costa Coffee site of the hotel meaning that BusbyWebb had to radically transform the space to meet the needs of a functioning restaurant.

“There was quite a lot of structural work and knocking through to open the space up so it became a functional restaurant and bar,” said James. “It was quite an awkward site actually, because there were lots of little nooks and snugs. To try and make it feel more open and inviting we broke into the space so people could move through easily and flow between the restaurant and bar, whilst retaining a nice cosy snug feel in places.”

Renowned for their legendary classic Club Sandwich, VQ Euston serves a new Hot Salt Beef Club and Fish Goujon Club along with other much-loved British classics such as their all-day Full English breakfast, Chicken Kiev with a butterbean salad, BBQ Baby Back Ribs and lighter options such as the VQ Salad pomegranate, feta, baby beetroot, butternut squash, mixed leaves, honey roasted pine nuts and Dijon vinaigrette. The menu tempts and delights all tastes, from Buttermilk Pancakes and Poached Eggs & Avocado with Chilli Jam on the all-day breakfast menu to a variety of burgers, pastas, salads and small plates, which include Halloumi Fries with Tratziki and Merguez Sausages with Harissa & Aioloi dips.

A 2am alcohol license means Londoners will never be too far away from champagne, wine, beer and their new story-telling cocktails. The VQ Euston cocktails are inspired by the local area, with signatures like the Somers Town (the historical title of the area; a pineapple, grapefruit and Chamomile Pisco serve) or the Bouidica (folklore suggests the British Celtic Icini tribe Queen, Boudica, is buried underneath platforms 9/10 at King’s Cross; a sweet ‘n’ sharp JD, Amaretto and Bailey’s drink).

VQ Euston is located at 152-156 North Gower Street, London and is open seven days a week from 7am until 2am.

Nick said: “As an ongoing client, our relationship with VQ is really important to us. We really enjoy working with them and it allows us to build on that relationship and evolve the brand as we go along. It is an exciting time for VQ as they look to expand and we look forward to a continual involvement with them as they grow.”


Bettlee Interiors

Founded in 2018, Bettlee Interiors is an interior fit-out specialist. The company offers a number of services, from high-quality joinery and spraying to CAD and project management.

Bettlee Interiors works with clients from a wide range of sectors, including retail shops, hotels, restaurants, cafés, pubs, bars, nightclubs and public services. An incredibly reliable and friendly team in-house team is on hand to offer guidance and support throughout a project.

The company also enjoys a close relationship with sub-contractors and suppliers, which helps give a significant advantage when it comes to maintaining full control and flexibility when planning and progressing through a project.

Bettlee Interiors was engaged as the principal contractor for VQ Restaurant. The restaurant is one of a number of hospitality venues the company has been involved in.

Lee Dodsworth, Director, said:

“We were delighted to be contacted by VQ as we have worked with them on previous projects. However, it was the first time we had worked with them as Bettlee Interiors and we were happy the project ran so smoothly.

“As a smaller, new company we pride ourselves on working closely with designers and clients to ensure we deliver projects on time, in budget and to the highest possible standards.”



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