• Evolved Design Direction

The Gaucho Evolution

The refurbishment of Charlotte St is the first phase of Gaucho 2.0 – a radical evolution of the concept that will see their restaurants operate with a social and environmental focus, specifically assessing the production of their beef. The Fitzrovia site contains an array of new features and innovative moments alongside the evolved interior vision; marking a new era for the brand as they celebrate their 25th anniversary.

Our brief was to rejuvenate the existing restaurant and ground floor space showcasing the brand’s evolved design DNA through a highly polished and layered aesthetic. We worked closely with CEO, Martin Williams and his team to create a compelling narrative that resonates with the brand’s new socially responsible vision.

The Modern-Day Gaucho

We started the process with a strategic immersion with the client – discussing what and who Gaucho is and how the concept is evolving. Exploring the cultural and visual narrative of Argentina and the Gaucho way of life, considering its spirit and stunning landscapes – from the dramatic mountainscapes, pampas regions through to the high-altitude vineyards.

The ground floor creates a real sense of arrival for guests with its warm and ambient palette of colours and tactile curation of materials. Intimate leather seating booths with crushed velvet upholstery have been designed to evoke Argentine traditional stables, alongside a striking monochrome marble bar that creates a focal feature within the space – with the black marble with white veining on the bar front providing a nod to the black and white Gaucho legacy.

Design Results

The main restaurant space plays host to a 21-cover private dining room, cinema projector and four-counter beef bar bringing the culinary theatrics of the kitchen to guests with an intimate dining experience. The wild landscape that the ‘Gaucho’ inhabits is depicted through accents of ochre, deep blue and earth tones in a textured plaster wall finish – designed to reveal the warm layers of the Argentine setting.

The outcome is a sophisticated dining venue that exudes relaxed, effortless glamour whilst still in keeping with the brand’s core values. The modern ethos marks the start of the Gaucho evolution which is set to be gradually rolled across their 16-restaurant portfolio.