Brand Experience: Tamarai

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This review of a new London restaurant caught our eye. The Independent Newspaper journalist seemed to spend more time describing the experience at Tamarai then he did the food.

I feel thankful to be here at all, having wandered off the street and down seemingly endless narrow corridors reminiscent of the classic scene in the film This Is Spinal Tap, when the band gets hopelessly lost backstage at one of their own concerts. You turn right, then left, then down a flight of stairs, then – “Hello, Cleveland!” – it’s showtime.

The latest creation of the Indian-based Old World Hospitality Group (which also owns Mayfair’s Chor Bizarre and 11 more restaurants in New Delhi), Tamarai brings a little Bollywood glam to the low-ceilinged room. Ambient music competes with the crashing of cocktail shakers from the dramatically backlit bar. Once one’s vision adjusts, there is light at the end of the tunnel, too; feature walls of changing fluorescent light, and several softly glowing LCD screens floating with images of the lotus (flower, not position). The place has energy by the bucketload.

Even the tables are not so much set as completely furnished. Plates are creatively off-square, glasses are sweepingly curved, cutlery is pin-thin, and burgundy cloths are topped with glossy black placemats and coasters. Given the choice of so many exciting options, it seems the designers were loathe to miss anything out.

Ideas for anyone? Check the photo gallery at the their site.

Independent Online Edition > Reviews

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