Impresario Handmade Restaurants launches the 27th outpost of its
iconic SOCIAL chain at Express Avenue Mall
Nothing trumps a killer beach town, and Chennai is one of India’s finest. Palm trees, sea breeze, a close-knit community, and an iconic food culture: Chennai has it all. Entering the chill Chennai scene is Impresario Handmade Restaurants, which is finally bringing its iconic SOCIAL chain to the city. Say hello to Mount Road SOCIAL, which is opening to the public from 9th January, 2020 from 11 AM onwards at Express Avenue Mall.
SOCIAL is known for throwing epic parties – because, well #ItsSOCIALDa — but there’s always been much more to it than that. The brand epitomizes its core values through expressions of community-centric events, unique food & drinks that won’t burn a hole in your pocket, killer gigs, and more. SOCIAL is where you get offline to make connections that are far more serendipitous and meaningful than what we’re used to.
Riyaaz Amlani, CEO & MD, Impresario Handmade Restaurants, says, “SOCIAL has a unique identity as a space where culture, creativity, and community collide, and we’re very excited to bring it to the cosmopolitan city of Chennai. Mount Road SOCIAL is the 27th outpost of the brand in the country, and we couldn’t think of a better city to continue our expansion in the south. Every SOCIAL is inspired by the energy of its hyperlocal community, and we’re very keen to become that go-to space for Chennai.”
Mount Road SOCIAL dons a distinct design identity that’s perfect for the tropical city. A futuristic trip to the past, this SOCIAL is a sea change from how traditional ‘places to chill’ are experienced. It’s a true embodiment of the Chennai maxim: it’s not just a place, but a vibe.
The design scheme takes heavy inspiration from the colourful and neon-heavy vaporwave aesthetic of the 80s, and is perfect place to experience the space right from breakfast to when the sun go down (and your laptops and coffee!) and the stars go up at a place that offers it all. Some exciting features of the outpost include a terrace space with a cane canopy, a mosh-pit area in an abandoned swimming pool, and VIP area overlooking the entire restaurant. Neon pink lights and quirky elements that are typically SOCIAL can be found in the most intriguing spots, so keep your eye out for them.
“We wanted to bring a tropical poolside vibe to the heart of coastal Chennai. A relaxing space for the day, which turns electric as the night progresses. We achieved this with a smart and contemporary combination of materials and lights. With a journey that starts at a Buddha Garden and ends in a mosh pit, Mount Road SOCIAL is designed to be contrasting yet complementary,” says Federico Fraternale, Head of Design at Restore Design.
A quirky take on the popular food and drinks menu, Mount Road SOCIAL offers all-day breakfast alongside the iconic SOCIAL breakfast trays, kebab platters, munchies, tandoori pizzas, and biryanis. SOCIAL always adapts its menus to the city it occupies, so some special features include a ‘Local Heroes’ section full of South Indian favourites with a uniquely SOCIAL twist. Must-trys on the menu include the Thalaiva Breakfast tray, Anna’s Pepper Roast Momos, Nethli Tacos, Podi Chicken Masala, and more.
“With our first Chennai opening, we want to introduce the city to our ‘work x play’ ethos. SOCIAL has the ability to adapt to whatever our guests need it to be: whether it’s a workplace, a post-work hangout spot, or a super fun party, we’re excited to give Chennai the full SOCIAL experience. What’s more, we’re also thrilled to finally introduce our iconic L.L.I.I.Ts to the city!” says Mayank Bhatt, Business Head, SOCIAL.
So ride the tide for a good time, because #ItsSOCIALDa!
SOCIAL is a path-breaking urban hangout that’s designed to take you offline while still keeping you connected. From an all-day café serving great food, coffee, and cocktails, SOCIAL transforms from this creatively charged, collaborative space into a high energy bar when work hours end, striking the perfect balance between work x play. Each outpost is a representation of the neighbourhood it resides in, from the pincode to the people. It’s a second home, workplace, and hangout, all wrapped up in one mind-blowing experience.
ABOUT IMPRESARIO HANDMADE RESTAURANTS
Impresario Handmade Restaurants was founded in 2001 with its maiden venture Mocha – Coffees & Conversations. Today, Impresario boasts a network of 59 restaurants across 16 Indian cities and multiple brands. Its umbrella of brands includes SOCIAL, antiSOCIAL, Smoke House Deli, Goodness to Go, Salt Water Café, FLEA Bazaar Café, Ishaara, Slink & Bardot, Soufflé S’il Vous Plaît, Prithvi Cafe, and Mocha. The company’s core strength lies in understanding the changing dining out habits of young India and delivering quality experiences tailored to delight its patrons.