Grosvenor Britain & Ireland (‘Grosvenor’) today confirmed the independent caterer Tart London will create its flagship restaurant and lifestyle unit, which incorporates a photo studio, on its London estate. The signing underlines Grosvenor’s commitment to a new hub for creative enterprise it has developed on the boundaries of Belgravia and Victoria, called Eccleston Yards. The company wants to launch the new destination for independent businesses and creative talent across 19 units of food, retail, co-working and wellbeing, and is 80 percent let ahead of its launch this summer.
Founded by Lucy Carr-Ellison and Jemima Jones, Tart at Eccleston Place will be the brand’s first flagship site and will accommodate a restaurant, café, event space and photography studio. The project is in partnership with Tom Warren, founder of Lock Studios. Tart London has gained a strong client base as a catering service, offering tailored healthy menus, for the fashion industry. Lucy and Jemima are the weekly food columnists for London’s Evening Standard Magazine and will release their first cookbook in April.
Lucy Carr-Ellison and Jemima Jones, Co-founders, Tart London said: “It’s always been our dream to open a permanent site, and we couldn’t have thought of a better place than nestled in historic Eccleston Yard. This is more than a restaurant, we want to create that sense of warmth and home in busy central London with a light space that marries food, fashion, lifestyle and photography, ‘the photographer’s kitchen’.”
Tart London leads a series of confirmed signings of independent brands at Eccleston Yards including:
SMUK – a Scandinavian beauty salon offering treatments and services focused on natural beauty, opening this month;
Re:Mind – London’s first drop-in meditation studio and eco-lifestyle store opening this month;
The Jones Family Kitchen – a new restaurant from the team behind Jones Family Project in Shoreditch, to launch in April;
50M – a fashion concept by Something & Son which will provide a world-first affordable retail space to rent by the meter, day or month; and
Tailor Made London – affordable high-quality bespoke tailors offering cutting edge 3D body scanning technology for garments that fit perfectly.
Joanna Lea, Retail Director, Grosvenor Britain & Ireland said: “We are hugely excited to welcome Tart London with its first permanent and flagship site, along with the confirmed signings, to Eccleston Yards. We have created a new destination that showcases and champions creative, independent talent and these signings – across hospitality, fashion and wellbeing – completely embody the healthy and energetic spirit we aim to foster at Eccleston Yards. We want Belgravia to work harder for its community and all Londoners with thriving, enterprising places that appeal to all.”
The confirmed signings will join Central Working, as the shared workspace provider at Eccleston Yards, and Barry’s Bootcamp, which has opened its fourth London studio.
Wellbeing is at the heart of Eccleston Yard’s philosophy for a place that hosts live, work and play environments bringing together visitors, workers and residents. Designed by architects BuckleyGrayYeoman, Eccleston Yards is set on 80,000 sq ft of beautifully restored and renovated unused space just five minutes’ walk from London’s Victoria Station.