Brand evolution continues

The Living Room restaurant and bar brand is getting a refurbishment across all 13 venues around the UK.

The exciting new look will retain The Living Room’s classic elegance but bring it up to date with a new lighter, brighter feel featuring the latest design trends.  The refurbishments are a key part of the continuing brand evolution to reinstate The Living Room at the forefront of the high street dining and drinking market. The investment follows its acquisition by the Orchid Group, as part of the takeover of Premium Bars and Restaurants at the end of 2009.

The refurbishments will retain the essential ‘modular’ character of The Living Room, with different areas for varying needs and occasions: 

·         The Dining Room - the a la carte formal dining restaurant

·         The Living Room Bar - premium  spirits, cocktails and dining

·         The Study  - non-fee private members' bar

·         7 Below (Leeds) /Mosquito (Liverpool)  - a high tempo late bar and club

·         The Vampire Suite (Liverpool only) -  a basement VIP suite within the private members' bar

Each of these zones is being updated as part of the makeover programme. 

Adam Bowers, Head of Marketing for The Living Room said: “The Living Room is a fantastic brand, and when it first opened ten years ago, the design, product quality, service and attention to detail created an entirely new restaurant and bar culture.”

He adds, “Other retailers have since followed The Living Room into the market, creating the need to update the brand on the High Street. One of the attractions for Orchid Group of the PBR acquisition was the opportunity to evolve The Living Room without losing its brand essence.”

All bars will benefit from a fresh, bright new look with design features bespoke to each venue, taking inspiration from the building, the local area and further afield.  For example: 

·         Liverpool: Situated over 3 floors, comprising a bar, restaurant and two late night members bars will feature influences from the New York and Miami bar scene including metallic and gold shades with finishes from the art deco period, creating an up-to-date ‘hot deco’ feel.   Also a re-interpretation of some of the classic design elegance of the Cunard and White Star line ships built in Liverpool.

·         Nottingham: Updated contemporary glass and chrome fixtures along with a new Champagne Area and Private Members sections.  The look is ‘glitzy’ and up market with fabric walls and the use of illuminated boxes and ‘brand cabinets’.

·         Leeds: Situated over 4 levels, the bar area has retained its original elegance but now features new private drinking and dining spaces providing comfort and social zones. In The Study, the contemporary new space features oversized leather sofas a feature Champagne wall with brilliant white being the dominant colour.  In contrast, the basement club, 7 Below is all shades of black with colour wash lighting on the ceiling to create an opulent feel.

“Loyal customers of the Living Room will appreciate the changes, but will still recognise it as the brand they know and love,” said Adam Bowers. “New customers will experience a contemporary, vibrant bar and restaurant that will, once again, position The Living Room ahead of its many rivals”.

The first of The Living Room bars to be refurbished with an evolved design are Nottingham and Leeds, which re-opened during mid-June and July.   Next on the refresh schedule is Chester, Liverpool, Manchester and Edinburgh, with further investments to follow.

For accompanying images or further information please contact: Katherine Sparkes or Kate Gordon

T: 0117 968 8090 - E: pr@orchidgroup.co.uk

Follow Orchid on Twitter @orchid_group