84
the World Of Hospitality
shed
Shed launch Zelman Meats
Zelman Meats is the latest experimental venture from
the renowned restaurant group Goodman; those
behind the limited menu concept Burger & Lobster,
the immense steakhouses Goodman and the exclusive
Steak and King crab concept Beast. Stamped with
Misha Zelman’s name, Zelman Meats presents itself as
an approachable and affordable location, with a menu
based upon their repertoire and what they do best –
beef. The menu is limited and changeable, but remains
true to the refined methods involved in serving up
good quality meat whilst offering up the opportunity
to dine at a lower price-point to Goodmans.
The site in Soho, tucked away on St Anne’s Court, has
proved to be a challenging location in the past but it
has also enabled the Goodman Group to bring a great
steakhouse to the heart of Soho. Like the Zelman
Meats offer of ‘great beef, great wine’, the brief was to
transform the space into an uncomplicated but well
executed environment. Although adopting a no frills
approach to the design, Shed also wanted to create
an environment that was like a old pair of brogues;
comfortable, familiar, at times cool but never try hard.
The exterior has taken on dark shades of black and
grey so as to accentuate two statement, oversized
and illuminated signs flanking either end of the 25
meter façade to signal the destination. Glimpses of the
restaurant interior and wine displays help to set the
scene inside.
Shed set out to divide the vast 360sqm front of house
area to include a private dining area, open kitchen,
main restaurant area and bar area. Oversized oxblood
leather booth seating sits alongside repurposed
carrara marble table tops whilst overhead, mild
steel luggage racks provide a playful yet practical
solution for customers’ belongings. The theme of bold
statements is again used internally through a number