Impresario Handmade Restaurants launches the 28th outpost of its iconic chain - and its 12th - in the city of Mumbai
Mumbai: Once a village area on Trombay Island, Chembur is now an industrial hub and a residential suburb in eastern Mumbai. Making its debut in the buzzing vicinity is Impresario Handmade Restaurants’ iconic all-day café and bar chain SOCIAL.
It’s time #ChemburGetsSOCIAL, with the outpost opening to the public from September 9, 2021. Chembur SOCIAL is the 28th outpost of the chain in the country, and Mumbai’s 12th, and finds its home in the industrial neighbourhood of Natraj Compound.
In the good old days, Chemburkars would spend their days strolling through residential streets under a dense cover of trees. Evenings would be spent at events helmed by The Fine Arts Society, once the fulcrum of culture and art in the suburbs. Then there were Chembur’s many famous khau gallis - a major attraction for people from all across the city, but their soul was known only to the locals. Weekends would be spent at the lush greens of The Bombay Presidency Golf Club. Numerous afternoons were spent running and playing at Diamond Garden, before making the short walk to Nandu’s Vada Pav for a piping hot, exquisitely spiced snack. This was what Chembur did to get social. Now, a new addition has moved into their neighbourhood, with SOCIAL’s unmissable bright orange facade acting as a beacon that beckons to every Chemburkar.
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 suburb of Chembur. Whether it’s for a work meeting over a cup of coffee or a weekend wind-down with the gang, SOCIAL is everything an all-day cafe needs it to be. Chembur is a neighbourhood that was missing a collaborative space that is not only functional, but also fun at its core. We’re happy to fill in the blanks with our 28th outpost in the country.”
No two SOCIAL outposts are alike. Each outpost is a representation of the neighbourhood it resides in, from the pin code to the people, and Chembur SOCIAL is no different. The vibrant façade of the outpost is flanked by construction material, which acts as a reminder of Chembur’s industrial roots. That bright, loud exterior catches the eye of every Chemburkar, letting them know that SOCIAL has arrived.
Faizan Khatri, of Studio eight twentythree, the architect behind the new space, says, “The design takes heavy inspiration from the constant ‘work in progress’ ethos of Mumbai; it’s a reflection of all the under construction signs one sees around the city, promising us a better tomorrow. So you can spot neon signage that reads ujjwal bhavishya (i.e. bright future) across the outpost. The entrance to the outpost is at the corner of the large corrugated metal sheet painted bright orange, so it’s hard to miss. Honouring its dedication to creating sustainable spaces, Chembur SOCIAL affirms the brand’s sustainability goals with minimum intervention and maximum upcycling being a central focus.”
Over the years, SOCIAL has become synonymous with trailblazing experiences that has made it one of the most exciting F&B brands in the country. Famous for putting an experimental spin on classic dishes, going through the SOCIAL menu is no less than going on a culinary adventure. Chembur is all set to get a taste of the iconic Breakfast Trays, Munchies, Signature Tandoori Pizzas, China Boxes, Black Label Butter Chicken and legendary Biryanis. SOCIAL always adapts its menus to the neighbourhood it occupies, so some new features include an all new cocktail menu featuring experimental drinks such as The Pink Pound, Savdhaan, Mars Attacks, Asia Sour, and the Dusky Hawaiian.
“We’re going against popular wisdom and opening up a new SOCIAL in these times, but all signs are pointing to dine-in coming back in a very strong way. Chembur has been on our radar for the past three years, but we just hadn’t found the right space. Now that we have, we’re thrilled for the neighbourhood to experience everything India loves about SOCIAL - the food, the drinks, the workspace, the community, and the gigs,” says Mayank Bhatt, Business Head, SOCIAL.
Timings: 9 AM to 10 PM
Address: Natraj Compound, Near Shivaji Maharaj Chowk, Chembur
Phone No.: +91 86579 91232