With commercial property demand in prime London locations running high, retailers and restaurateurs are being forced to look towards upcoming areas in order to expand their businesses. This has seen celebrity chef Jamie Oliver gain planning permission to open a flagship Jamie’s Italian restaurant in Victoria – however, this restaurant will come with a twist.
In order for Westminster councillors to approve the plans, Oliver has agreed to enhance the restaurant’s offering to include a retail element. The business, which will occupy the first two floors of the east building of Kingsgate House, will feature interior and exterior displays from which customers can purchase fresh produce, sauces, oils and pasta.
This latest flagship restaurant will be able to seat 272 diners inside, with space for a further 118 outside during warm weather, and is licensed to operate until 12.30am on weekends.
Councillors initially refused Oliver’s application in April of this year, as the Kingsgate area is currently undergoing huge regeneration works and the local authority wished to see more retailers taking up units.
However, by introducing the retail aspect to the business, councillors now believe the restaurant “will add considerably to the richness and diversity of the retail offer” in Victoria.
It is hoped that the presence of Jamie’s Italian will contribute towards the goals of the Victoria Business Improvement District (BID), which since April 2010 has sought to improve and promote the area. So far, it has seen a number of new developments within Victoria and has played an important role in strengthening the local economy.
Councillor Robert Davis of Westminster City Council says; “With so much going on, we have proactively sought to ensure that we do not lose sight of the needs of the many residents who live in the area, and that they have been able to have an active say in the future design of their community.
“There are so many ways to evidence this success story, from the new business which includes the headquarters of Jimmy Choo on Victoria Street and Burberry on Horseferry Road; to the location of Google on Buckingham Palace Road and Microsoft in Cardinal Place; to the forthcoming regeneration of housing in the nearby Edbury Bridge Estate, there are genuine opportunities for everyone.
“Through careful planning, Victoria is well on the way to becoming a major destination in its own right and a worthy addition to the heart of a global city.”
Adding a welcome leisure aspect to the regeneration, Jamie’s Italian may well become one of the area’s success stories, contributing to the BID’s ambition to transform Victoria into a vibrant and popular district.
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