East Asian casual dining restaurant chain Tampopo is to open its first central London site this autumn, under the East Street brand.
The site, which is Tampopo's seventh, will be in Rathbone Place off Oxford Street.
Tampopo co-founder Nick Jeffrey said: "For many years Tampopo has been an established brand in the North-West and we have subsequently moved into other regional cities. Our next phase of growth will centre on the South-East and in particular London.
"With that in mind, we sought out a firm of London-based designers with a specialisation in brand development in order to put clear water between us and other Pan Asian operators. We gave them the remit of staying true to our brand essence while reworking our physical environment in order to provide an altogether more edgy and mould-breaking experience that the knowing central London market craves. Our mantra is: 'Know your audience'."
Tampopo co-founder David Fox added: "We recognised that what works well in a regional shopping mall is not necessarily going to be the same formula that floats the collective boat of the media-based crowd which surrounds our new space in Fitzrovia.
"Our Tampopo brand package suits certain environments where it pays to come across as truly 'branded', whereas our view is that the aspirational young Londoner is looking for something that, as an experience, is new territory.
"With East Street, we will still be conveying the excitement that Nick and I always get when scoffing mouth-watering bowls of noodles at street stalls in East Asia, but in a way that will look and feel like nothing else in London, or the UK for that matter".
By Neil Gerrard
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