ROLLING out the brand has a certain poignancy. Take two famous names whose allure has been diminished by ubiquity.
Once upon a time there was only one Harry Ramsden’s, in Guiseley, a place of pilgrimage for Yorkshire fish and chip lovers; now you’ll find legions of them spread across the globe. Patisserie Valerie back in the day vied with Maison Bertaux for the title of Soho’s best French cake cafe; now it’s a chain, extending even to Manchester’s Deansgate.
Which brings ToM to The Ivy, which celebrates its 100th anniversary this year. Not quite the capital’s number one celeb haunt any more but looking sprightly after a major tart-up while its current owners, Caprice Holdings have been quick to exploit the upmarket glamour of its name by creating a chain of mini-Ivys.
The latest branch of the empire looks destined for the old Lawn Club site in Hardman Square. Rebranded The Field by developers Allied London, it will provide a green public space (CGI image above) in the shadow the No1 Spinningfields tower and host The Pavilion, a four-storey timber-framed building.
According to a planning notice in Spinningfields Caprice Holdings are set to move into the site with one of their Ivy Collection spin-offs.
We await confirmation whether it will be an Ivy Cafe (there are currently three of these in chic London neighbourhoods with a fourth imminent in Richmond) or an Ivy Grill & Brasserie to follow four in London and one in Bristol (pictured above).
The latter, open seven days a week from breakfast to dinner – shades of The Refinery, another Metropolitan cuckoo in Spinningfields – promise modern “British dishes drawn from The Ivy’s own extensive menu”.
Sounds better than a new cake or chip shop.