WORDS Garreth Van Niekerk PHOTOS David Ross
We asked Tashas Group founder and CEO Natasha Sideris about the thinking behind the revamp of Le Parc by tashas in Hyde Park Corner, which is a celebration of colour, passion and great local design.
Since opening in 2010, tashas in Hyde Park Corner has become a cornerstone of the centre, and is one of the brand’s most beautifully designed spaces. In September 2020, Tashas Group founder and CEO Natasha Sideris brought the restaurant back into her own hands – and if the new Le Parc by tashas is anything to go by, it’s the start of a bold new era for the brand. VISI caught up with Natasha in Dubai (where the brand already has eight stores!) to learn more about the new space, and about her vision for tashas going forward.
The Hyde Park Corner tashas is a special space to a lot of people. Why is it important to you personally, since taking the business back into your own hands?
First, let me say that my partnership with Famous Brands was an extremely beneficial one. It enabled me to expand my business acumen significantly. Once I felt that my team and I had gleaned as much as we could from the partnership, we opened the discussion to buy my birthright back. It is my name, after all! We pursue excellence in everything we do. We make fresh food to order, using only the best ingredients. We ensure our service is top-notch with rigorous hands-on training. Our restaurant spaces are beautifully designed.
How did you approach the redesign of this space?
After being open in Hyde Park Corner for 11 years, my team and I realised we needed to do something different. Soon it became clear that this was not going to be just another tashas. It was Le Parc by tashas: a new standalone brand, fully endorsed by Tashas Group, but with a totally new look, feel and offering. The decor was spearheaded by Nicky Greig, head stylist for Tashas Group – she has brought to life a number of collaborations, elements and expressions from local designers and artists.
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The real point of departure from the more conservative look and feel of tashas was when we conceptualised the idea for the papier-mâché fruit bowl by David and Alexandra Ross. It ignited a more artistic and colourful interpretation for the space. The more we developed the concept, the more we realised we were creating something completely new for the South African market. Le Parc has always had a Parisian flair, but this has been pushed to new levels. With whimsical inspiration from Annabel’s in London, the pink colour palette has added pops of fun, with wild fabric prints in contrasting and contradictory colours. The floors were replaced by slate tiles in a typically French pattern, to make the space feel separate from the mall – and more like a courtyard in Paris. The end result is an experience, one that I think people need. It’s not just a dine-and-go place any more – it’s a step into a whimsical world.
The inclusion of a retail offering – including brands such as Assouline and Botanicus – brings a new dimension to the restaurant. What was the thinking behind this?
We don’t typically offer a retail section in our other 14 stores in South Africa – other than selling our cookbooks – so this is very different. More than 300 items are available to purchase at Le Parc; some are made in-house, some are sourced from local partners, and a few are even flown in from international suppliers. It is the broadest selection of products available from one place, in the centre.
What are your hopes for the future of tashas?
We have already established ourselves in South Africa and Dubai, and are now exploring the potential of other international markets, including the UK and Europe. We’re looking at big cities with high-volume traffic.
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