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Aberdeen Street Social’s design inspires customers to Get Social

July 12, 2014 Destination Global No Comments Email Email

Aberdeen Street Social, a collaboration between entrepreneur Yenn Wong and Michelin star British Chef Jason Atherton is located at PMQ, a new landmark of Hong Kong’s creative ecology.

The concept, from the interiors to menus and service style, encourages customers to be active and social over drinks or a meal. Guests enjoy a menu of Atherton’s modern British cuisine, creatively playful cocktails and outstanding desserts in a very ‘social’ atmosphere.

With a social atmosphere at the heart of this project, the award-winning, Shanghai-based Neri & Hu were appointed to create interiors to complement the concept. “Jason and I have both worked with Neri & Hu on previous projects, so it was natural to come together for Aberdeen Street Social as well. We all thrive off each other’s passion, which I feel makes it easier for us to work together. Neri & Hu’s style is very unique and we knew immediately when we saw the space that they would be able to do the concept justice,” said Yenn.

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Aberdeen Street Social is a bright and airy 2- storey ‘social’ venue in a prime spot at PMQ, with outdoor patios on both floors and a garden terrace around the property. “We decided to rejuvenate the convivial spirit within the ancillary building of what was once the Junior Police Clubhouse (JPC) and Junior school at PMQ by creating an ambient atmosphere to encourage creative minds to gather and interact with each other,” says founder of Neri & Hu, Lyndon Neri.

Large, steel rimmed floor-to-ceiling glass windows on both floors flood the restaurant and café with sunlight during the day, and allow for city lights to shine through in the evenings. Paired with the lush greenery surrounding the venue, visible from upstairs and downstairs, Aberdeen Street Social provides the ideal setting for mind-stimulating business lunches, romantic dates, casual weekend brunches or even simply enjoyable evenings with friends over cocktails and cake at the bar and outdoor patio.

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Guests will feel the casual vibe when stepping into the Cocktail Bar and all-day Café downstairs. Surrounded by exquisite metal shelves, wire mesh as well as black and white tiles, the interior details mimic a laboratory, telling the story that everything is made in-house. From the green glass above the bar to the patterned tiles and wallpaper encapsulating the space, the design is an ode to the freshness of ingredients used at the bar and Sweet Social, a unique retail shop on the garden level. The retail counter showcases home-made pastries and cakes, allowing customers to handpick their favourite sweet indulgence and have a conversation with the Sweet Social team in the open pastry kitchen when making their selection. Notice the witty etchings on the glass –“Life is uncertain – eat dessert first” – showcasing its own British personality.

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An important feature is the 26 foot walnut wood and metal bar that stretches the length of the room, allowing bartenders to interact with guests more easily. Custom designed lamps fitted along the bar and shelves complement the retro-style black and white tiles, walnut wood and raw metal.  The lounge area of the Cocktail Bar and Café features an eclectic selection of quirky school chairs and comfortable black leather banquettes. On the patio, guests can indulge in cocktails, cakes, savoury flatbreads and home-made gelato, enjoying the experience of al fresco dining and drinking while overlooking the gardens.

Taking pride of place in the Bar area is an interactive art piece “Hypnagogia V” by the Sovereign Asian Art Prize 2014 winner for two consecutive years and Hong Kong-based artist, Adrian Wong. It is composed of octagonal barber shop poles ubiquitous across Asia with a historical clover mosaic—reclaimed from a residence within the Police Married Quarters ca.1970. The old school steps, dressed with custom white and green wallpaper as well as artworks by Tehching Hsieh, a regular name in the New York art scene, lead to the restaurant on the floor above.

The intimate dining experience is enhanced by bespoke pendant lamps, floor standing lamps and furniture by Neri & Hu. Combined with a bronze metal structural system, perforated bronze metal screens, weathered oak, bronze tinted glass, beautiful wallpaper and signature, the dining area is warm and inviting, allowing guests to feel intimate and relaxed over a quality meal. Two showcase cabinets, custom made by Neri & Hu, act as a divider in the dining room, separating the two open kitchens. In the front of the room, diners will see pastry chefs preparing dessert and a pizza oven for making the savoury flatbreads and homemade bread, while at the back, patrons will enjoy a live show of their meals being prepared by the chefs – adding to the social nature of Aberdeen Street Social. The floor to ceiling glass doors lead to the outdoor balcony where guests can relax with a glass of wine, overlooking the blending worlds of a landscaped garden and city

The Private Dining Room seats 16 guests, with a view of the chefs at work in the kitchen through tinted glass. Here, diners will have the closest feeling to a Chef’s table available at Aberdeen Street Social.

Completing the social experience, the Managers suit up in the Spring/Summer 2014 collection from Black Fleecesponsored by Brooks Brothers, a collection designed by 2006 CFDA winning designer Thom Browne, who developed Black Fleece into its own unique voice rooted in the two hundred year history of Brooks Brothers. The collection perfectly fits in with Aberdeen Street Social’s concept of innovation and modern flair. The team, smartly dressed in grey, navy blue or black clean cut suits and dresses provides customers with utmost attention and impeccable service, while looking spiffy using the finest ties and scarves to complete the look. After all, it’s the little details that count.

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