James Lowe popping up at the Loft Project
By Bruce Palling
Something strange is happening on the London food scene. New locations are emerging in the most unlikely neighbourhoods where paying guests turn up to eat in someone’s private dining room. Elsewhere, established chefs cook large no-choice meals for 30 guests for one or two nights and then disappear. A recent event was above the Violet Cake shop (www.violetcakes.com) in a nondescript office block in East London. Here, nearly 30 people recently ate a specially created meal from Chris Lee, one of the former stars of Chez Panisse, California’s most influential restaurant. “I bake cakes all day long,” explained Claire Ptak, formerly pastry chef at Chez Panisse, “and I missed the interaction you get by working with great chefs, so I arranged for a series of Pop Up dinners, starting with Chris and then Joseph Trivelli from the River Café”.
Several miles away, a chef known only as “Miss Marmite Lover” (http://marmitelover.blogspot.com/) prepares a five-course “pescatarian” meal for £40 in her Victorian garden flat in the unlikely location of Kilburn. Specialising in what she calls “imaginative creative home cooking” on her Aga stove, she regularly cooks for nearly 30 people. The next event, A Midsummer’s night’s Dinner also promises service from “teenage Goth and girls in vintage French aprons”. Welcome to the world of Pop Ups and Supper Clubs.
There is no universally accepted theory about why this culinary trend began last year. But it is assumed the economic recession played a part. Another reason for the growth of the pop-up and supper-club movement is social networking. Most of the regular ones have Facebook and Twitter sites, which means a chef can instantly spread the word on an impending event. As an indication of how mainstream the concept has become, Taste of London, the leading London food fair, recently boasted that it was “London’s first and largest Pop Up festival.”
The concept is not new—for years, private kitchens have “popped up” in Hong Kong but as Grant Thatcher, head of Luxe Guides said: “The three things they all have in common is they are illegal, don’t have a liquor licence and are run by people passionate about food - although this doesn't mean they can cook.” One of the chief considerations is safety – who wants to risk being burnt to death or mortally poisoned in a six floor walk-up with no fire exit in Wanchai? Thatcher confesses that “In truth, I've had lots of dinners in private kitchens, but most are eminently forgettable though one that was fabulous recently was Liberty Private Works, which is just going public and moving into huge new premises in Causeway Bay.” (Others that have successfully gone mainstream include Bo Innovation, Xi Yan and Da Ping Huo.)
However, London is now the centre of the pop-up world. Pop Up restaurants are ipso facto, temporary phenomena, with the two most influential ones already out of the game although their spirit lives on with regular supper club events, which are the multi-coursed no choice meals that are served to everyone in the restaurant. Stevie Parle, the talented young chef at The Dock Kitchen, (www.dockkitchen.co.uk) on the Grand Union Canal in North Kensington, started his Moveable Kitchen in 2009 with events like a truffle dinner at a rowing club in Hammersmith or a homage to Elizabeth David in a warehouse in Shoreditch. “I think the transience is what makes it more exciting - you get great freedom by being temporary, which is why people go for it.” However, there are downsides to them too. “They were incredibly hard work because you were in a completely new environment every night and have to make a kitchen out of nothing.” Perhaps this explains why he has now moved to a permanent location above a fashionable shop owned by designer Tom Dixon.

The Bouillabaisse supper club at the Dock Kitchen
Parle has now switched to running supper clubs each weekend at the restaurant, where offerings could be anything from Bouillabaisse, Bolito Misto, Scandinvian Island Cooking or Keralan cuisine. (His current one is rather mouth-watering called Some Mediterranean dishes of Chez Panisse)
The other influential chef was Nuno Mendes and his partner Clarise Faria, who opened the Loft Project in Hoxton (www.theloftproject.co.uk) as a weekly supper club. Mendes has since moved on to open Viajantes, his new restaurant in nearby Bethnal Green. However, the space, which used to be his private apartment, continues under the management of Ms Faria, who organises weekly dinners with both chefs from abroad and local ones. In common with the Dock Kitchen, it is necessary to first push a buzzer to get a heavy security gate to open and then you are in what could simply be an open plan apartment in a semi-industrial location.
Exquisite gulls eggs at the Loft project
The night I attended, James Lowe, the head chef at St John’s Bread & Wine, cooked an assured meal of 10 courses with accompanying wines for £117.50 a person. Most of the other guests were professional and financial people from the nearby City, with the majority of them from Europe. Part of the philosophy of the events is that you are eating a communal meal so that it is a shared experience of the unknown as there are no choices on the menu. Although this pricing is at the higher end of London’s top restaurants, the meal delivered was impressive in its variety and innovation.
Best Bone Marrow
It started with fresh gulls eggs and celery salt and then included baked bone marrow with cider vinegar and wild fennel; pig’s head with carrots, mead and pennywort plus suckling kid, new season’s onions and ramson. Lowe was quite frank about why he was doing it: “The reason is because ultimately I would like to open a no-choice restaurant and I have watched these sort of places and just wondered if the public are ready for them.”
Superb Suckling Kid
He got the idea for this by observing how his own customers reacted well whenever he had sent them unsolicited some of his own favourite dishes in his restaurant. “Quite often people would come up and tell you later that they were so delighted because they never would have ordered these dishes themselves – it’s quite nice when you can just bang everything out with choosing or worrying about ordering.”
The whole point of the growth of supper clubs and pop ups is the unexpectedness of everything. Late last year, the distinguished chef Pierre Koffmann, who was formerly the chef at London’s former three star Michelin La Tante Claire, hosted a wildly successful Pop Up in a Marquee on the roof of Selfridge’s department store in Oxford Street. Supposed to only run for a fortnight, it had to extend its season to two months, and was still sold out at £75 per head. Looking back, Koffmann told me he didn’t regret doing it as it was a challenge “and I have been out of work for a few years!” He was pleased it was such a success, but he doesn’t wish to repeat the experience because it was such exhausting work. “Besides, my new restaurant (Koffmann’s) will be opening in London on July 15, so it is better that other chefs, perhaps like Ferran Adria (of El Bulli fame) do it, as he will soon be out of a job.”
Another highly successful operation was set up by Rebecca Mascarenha, who operates a number of restaurants, such as The Phoenix in Putney and recently, Kitchen W8 with Philip Howard. She was motivated by the charity possibilities to assist victims of the Haiti earthquake and so launched “13 random days in March”.
“The Phoenix was closed for refurbishment and after the earthquake in Haiti we talked about what we could do, so I could put back the refurb for a month without any great hassle and we decided to have a series of Pop-Up restaurants in the space. Nothing had been taken out so it was a fully functioning space. So it was much much easier than the roof of Selfridge’s which they had to create from scratch.”
So I contacted some chefs I know, such as Philip Howard at The Square; Bruce Poole from Chez Bruce; Rowley Leigh at Le Café Anglais and Atul Kochhar, founding chef at Tamarind (and now at Benares) They sold out immediately. The most amazing thing was that all the chefs tried to recreate the whole experience of their restaurants by bringing their whole team – front and back of house.” Rebecca has no immediate plans to do another Pop-Up but is not averse to the idea should another cause catch her fancy.
Alexander and Charlotte at the Frontline Club Italian Pop-Up
One newcomer to the Pop Up world is Charlotte Horton, an English winemaker, who lives in her family’s medieval castle in Tuscany (Castello di Potentino www.potentino.com) with its own vineyards and olive groves. Her wines are well regarded but she wanted to showcase them plus her olive oil in a congenial atmosphere along with the local cuisine. Alexander Greene, her business partner and half-brother, suggested she do a Pop Up at the Frontline Club in Paddington, London, a gathering place for war reporters and combat photographers that is normally closed on Sundays. Given the price (£25 a head), the quality of her wines and the produce for the meals, much of which is brought over from their Italian estate, they quickly sold out on her first showing in April.
This was Charlotte's first rate Sangiovese
“Quite frankly, I was bored with holding these events in restaurants where the quality of the food and oil was not up to scratch.” There was also the sense of occasion, which is generated by it being a communal event, with everyone eating the same dishes and drinking the same wine. “I like the concept of a cuckoo restaurant – it’s also rather fun bringing a place to life on its day off.”
“Miss Marmite” has generally favourable feeling towards the whole experience. Rather than hounding her out of business for being an illegal restaurant, she was actually awarded a prize from the local council for innovation. “The supper club and pop up movement is testament to how enthusiastic Londoners are to new things. Anyone from either here or abroad can go into an ordinary British home and meet other British people – I think that is a fantastic experience to offer.”
A shorter version of this story has appeared in the Wall Street Journal Europe
http://online.wsj.com/article/SB127741387831610403.html