Pavilion Road nears completion –
‘The Sea, The Sea’ to open in April 2019

‘The Sea, The Sea’ is the latest store to join the community on Pavilion Road. Opening in April 2019 alongside other recent additions Ice Cream Union and Papersmiths, it will be complementing now established artisans such as Provenance Butcher, London Cheesemongers and Pavilion Wine.

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‘The Sea, The Sea’ will serve as a modern fish shop and deli by day, before transforming in the evening into a sit-in seafood and champagne bar. It will stock exemplary fresh fish and seafood sourced from regional fish markets and fishermen around the UK, in addition to own-brand seafood products; including pies, sauces and cured fish. Founder, Alex Hunter, is also MD and co-founder of much lauded seafood restaurant Bonnie Gull.

As well as a highly experienced head fishmonger, there will be chefs on hand to advise customers on preparation and recipes. A ‘guest fishmonger’ series will see other top chefs join them, including Londrino’s Leandro Carreira and Ikoyi’s Jeremy Chan. Weekly masterclasses in oyster shucking, fish filleting, curing and pickling are planned.

Hugh Seaborn, CEO of Cadogan, commented “Pavilion Road is an excellent example of physical retail thriving through specialist knowledge and creativity. Its artisans take the everyday and make it exceptional, strengthening the sense of community here and offering expertise which makes shopping a true pleasure. Customers take delight in stepping away from a screen to make connections and learn new skills. We look forward to welcoming The Sea, The Sea; the concept is truly innovative, and we think it will be extremely well received.

We have a long-term interest in maintaining the vitality of the area. The local community influences all of our decisions and with Pavilion Road, has enabled us to create a thriving ‘village’ in central London.”

The interior will be modern and fresh, featuring a fish ageing cabinet and crushed ice oyster bar for customers to sit at throughout the day. At night, it will transform seamlessly into a sit-in space for 20 covers, featuring a daily changing menu based on the best of the day’s catch. Customers can expect a selection of small plates featuring raw, smoked and cured fish and shellfish as well as hot bowls and seafood platters. A selection of British rock and native oysters will feature with a monthly changing wine list including a selection of grower champagne and sparkling wines.

Alex Hunter says,We’re using our restaurant experience and chef network to create a more accessible fish shop where customers can talk to people who cook fish for a living. We’re all about promoting British fish, including the lesser known species, and giving people the confidence to prepare and cook more fish at home. We’ll be sourcing the freshest, highest quality produce from all over the UK, including a lot of same-day catch which is seldom seen in London.”

And the name? A line from a poem by Paul Valery, “The Sea, The Sea forever restarting”, which appealed to Hunter who adds “I love that every day there is new bounty from the sea. You never know what you’ll catch, and that’s why the produce, prices and locations that the fish comes from will change daily.”

The Sea, The Sea – 174 Pavilion Road

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