Maximal Concepts debuts in the UK with new London offering
The food menu draws on the ‘classical techniques’ of Edomae sushi, Tempura and Robata, and the overall experience is an interpretation of the philosophy of a traditional izakaya
Maximal concepts has made its first venture into the UK with the opening of The Aubrey London, a new drinking and dining space in Hyde Park.
The Aubrey, which replaces Bar Boulud, is described as “an eccentric Izakaya” with two distinctive bar experiences and accompanying Japanese cuisine.
According to the eatery, signature and seasonal cocktails will be created by bar director, Pietro Rizzo and overseen by Maximal Concepts in Hong Kong where the Aubrey Hong Kong opened in 2021 in Mandarin Oriental’s flagship hotel in the city.
The space will feature the city’s first omakase cocktail bar, with the bartenders’ “expert creations and extensive collection” of rare spirits, as they craft a personal experience, so often a feature in Japanese restaurants.
The food menu draws on the “classical techniques” of Edomae sushi, Tempura and Robata, and the overall experience is an interpretation of the philosophy of a traditional izakaya.
The group also said guests can enjoy small dishes designed for sharing, with expert drink pairings in a relaxed and convivial atmosphere, served to the soundtrack of Japanese trap music, capturing the energy of a night out in Ginza.
Matt Reid, co-founder of Maximal Concepts, said: “Malcolm, Xuan and I look forward to bringing The Aubrey to London with our Mandarin Oriental partners. Japan is so rich in culture and food.
“We wanted to try to capture the eccentricity and genius behind so many of our favourite experiences. We feel the Izakaya has so many parallels with the English pub. The Aubrey is our interpretation. We hope you treat it as an extension of your home and let us host you with incredible food, abundant drinks and even better company.”
