SOCIAL launches its landmark 30th outlet in India and 2nd in Thane

Mumbai: What is about a place that makes you return? Is it the food? The people? Probably, it’s the vibe. For SOCIAL’s second outing in Thane though, it’s all of the above.

With more than 30 lakes scattered around the city, Thane is known as the ‘City of Lakes’, where the lakes offer a calm and serene break to the hustle-bustle of Mumbai’s oldest satellite town, and have given rise to innumerable communities that thrive on music, art, and culture. Thus, Thane prides itself in being a city that not only values work, but also enjoys the finer things in life; like watching the sunset by the lakeside with those who matter to you the most.

As a tribute to the city of lakes, we’re launching our second outpost in the bustling corporate zone of Wagle Estate, Thane.

The iconic cafe’s 30th outlet in the country is Thane’s first standalone outlet outside of a mall, and second overall. The design and decor is inspired by the bustling Thane station, which was famously the terminus of the first ever passenger train in India. Several years on, the city has become an important node that connects Mumbai to its suburbs, with thousands making the daily journey for work, education, and entertainment. The city is also slowly but surely becoming a hub for those who appreciate the duality of ‘work-life’ that it provides. Naturally, Thane station hosts a large number of commuters on a daily basis, hopping in and out as they figure out routes and schedules, tickets and fares. Since ‘movement’ has become an important tenet of interior design and is also a part of the Mumbai spirit, LED screen panels have been introduced, giving the outpost a sense of motion. The arches in the space are treated as gateways of platforms while the high-energy area serves as the main hall and waiting room. Imagery of trains whizzing past, the backs of fellow travellers’ heads and signs for shops and services available around the station makes one feel that they have arrived at the right stop, while the entrance resembles a railway ticket counter; get in line for a good time!

The design of individual elements are also drawn from the lakes that the city is known for and the various moods of water - the arched mirrors reflecting back at the viewer, the rippled bar and DJ console and staggered tiling patterns forming waves,  reminding you of the lakes in the city.

The outpost thus juxtaposes the busy with the tranquil, the hectic with the serene, the chaotic with the calm, just like Thane itself.

Capturing the hyperlocal culture is something that SOCIAL and it’s parent company Impresario have always believed in, with every new outlet. Speaking of the launch, Riyaaz Amlani, CEO & MD, Impresario Handmade Restaurants, says, “We were extremely pleased with how the residents of Thane loved hanging out at Thane SOCIAL. Wagle Estate SOCIAL marks a return to a city that we love and admire, and with the new outpost, we hope to not just cater to the Thane crowd, but the nearby suburb of Mulund as well. The design of the outpost is unique and edgy, yet has a sense of familiarity. Wagle Estate SOCIAL is everything an all-day café needs to be, and we can’t wait to be an indispensable part of every Thanekar’s routine.”

Spread across 29 outposts, SOCIAL has also become synonymous with trailblazing experiences that have made it one of the most exciting F&B brands in the country.  “When it comes to F&B, SOCIAL believes in pushing the envelope while retaining a sense of familiarity and comfort. Our dishes, be it the quirky Thai Thali or our crowd-favourite China Boxes served with a chilled beaker of our legendary Longest Island Iced Tea reflects this ethos. SOCIAL number 30 is definitely a special one, and we’re eager for Thane and Mulund to experience the thrill of Wagle Estate SOCIAL!” says Mayank Bhatt, Business Head, SOCIAL

Famous for putting an experimental spin on classic dishes, going through the menu is no less than going on a culinary adventure. Wagle Estate SOCIAL will serve the iconic Breakfast Trays, Munchies, and legendary Biryanis, along with the all-new SOCIAL Signature cocktails like Asia Sour, Gin Julep, The Pink Pound, Mars Attack and more that make patrons keep coming back for round 2!

So get ready to dive in, because Wagle Estate SOCIAL at Centrum IT Park is where #ThaneGetsSOCIALAgain.

We’ll #SeeYouAtsSOCIAL then?

ABOUT SOCIAL

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, BOSS Burger, Hung-Li, Lucknowee, 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.

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