Gaucho, Charlotte St, London
Gaucho Charlotte Street is a subterranean restaurant and bar, located in the design-centric and international foodie destination, Fitzrovia. A refurbishment of this boutique spot, loved by locals and media executives alike, marked the first phase of Gaucho 2.0 – a radical evolution of the Gaucho brand as it celebrates its 25th anniversary.
Award-winning hospitality consultancy, DesignLSM were appointed to rejuvenate the existing restaurant space. The brief was to create an evolved design DNA for the brand that reflects the modernity of Argentina whilst paying homage to Gaucho’s notable heritage.
Holly Hallam, Managing Director at DesignLSM said: "We worked closely with CEO, Martin Williams and his team to create a compelling narrative that resonates with the brand’s new socially responsible vision.
"We started the process with a strategic immersion with the client – discussing what and who Gaucho is and how the concept is evolving.
"We explored the cultural and visual narrative of Argentina and the Gaucho way of life, considering its spirit and stunning landscapes – from the dramatic mountainscapes and pampas regions, through to the high-altitude vineyards.”
"It was important that we created an authentic experience true to the brand roots, allowing guests to feel really immersed and engaged with the environment.”
Lighting played a vital role in creating this vision and DesignLSM contacted Chantelle Lighting to help bring their scheme to life.
Argentinian influence is apparent throughout the venue, offering a perfect blend of ochre, grassy tones and deep inky-blue hues layered with a mix of tactile textures and subtle notes that nod to the brand’s heritage.
The restaurant-bar on the ground floor creates a real sense of arrival for guests with its warm and ambient palette of colours and tactile curation of materials.
Intimate leather upholstered seating booths with soft velvet seat pads have been designed to evoke Gaucho style, traditional stables, alongside a striking monochrome marble bar that creates a focal feature within the space – black marble with white veining on the bar front provides a subtle nod to the black and white Gaucho cowhide legacy.
A lasso inspired lighting sculpture above the impressive metal clad staircase leads diners down to the main restaurant space, which plays host to a 21-cover private dining room, cinema projector and newly introduced counter-top beef bar, bringing the culinary theatrics of the kitchen to guests with an intimate dining experience. The wild and natural landscape that the ‘Gaucho’ inhabits is depicted through accents of ochre, deep blue and earth tones in a textured plaster wall finish – designed to reveal the warm layers of the setting inspired by the mountains.
The lighting complements each space to perfection with matt black wall lights on a pleated leather flex and hanging opal globes illuminating the upstairs seating area, and brushed brass wall lights with mesh inners and clear glass outer shades in adjoining areas.
Above the stunning bar hang single antique brass pendants with an angled brass disc which reflects the light from the opal lamp below.
The outcome is a sophisticated dining venue that exudes relaxed, effortless style whilst still in keeping with the brand’s core values.
Chantelle Lighting’s bespoke lighting solutions perfectly complement the restaurant’s overall theme and provide a warm, welcoming environment for diners, as soon as they enter the restaurant.
The modern ethos marks the start of the Gaucho evolution which is set to be gradually rolled across their 16-restaurant portfolio.