Shaftesbury Capital has announced a partnership with award-winning food writer and broadcaster, Jimi Famurewa. The former Evening Standard restaurant critic will be stepping into a new role as the official ambassador for Soho’s unmatched collection of dining concepts, under a new initiative launched by the leading landlord to champion world class hospitality entrepreneurs.
The initiative, Soho Food Scene, will be launching later this month, shining a spotlight on the neighbourhood’s rich culinary landscape. With Famurewa at the helm, Soho Food Scene will provide a platform for dozens of restaurants and the people behind the go-to spots throughout Soho, including dining hub Kingly Court, just off world-renowned retail destination Carnaby Street. There will be editorial features and social media videos from the esteemed journalist, alongside interviews, events, and panels with chefs and restaurateurs to touch on the evolution of Soho’s dining scene, creating engaging moments throughout the campaign for consumers and industry professionals alike.
Soho has long been a launchpad for some of London’s most pioneering concepts, with the likes of Florence Mae Maglanoc, a leading Filipino restaurateur known for Donia and Panadera, as well as Maxime and Yannis Alary, who selected Soho for two French bistro inspired eateries, Goldies and Blanchette. Soho Food Scene will tap into these types of operators and their journeys, creating a guide that celebrates the plethora of independent restaurants within the area, and Shaftesbury Capital’s role in promoting a culture of support for brands that maintain Soho’s vibrancy.
Catherine Riccomini, Director of Marketing and Communications at Shaftesbury Capital, said: “Soho is one of the most vibrant and popular areas in London for foodies, whether it’s on one of the neighbourhood’s famed streets or in dining hub Kingly Court, delivering some of the West End’s most unique and celebrated concepts. This new initiative will give us a dedicated platform to shine an even greater spotlight on our fantastic variety of F&B operators. Through its restaurants, cafes and coffee shops, bars and pubs, grab-and-go options, and more, visitors to Soho have incredible choices, but we won’t rest on our laurels and take its success for granted. We now have an opportunity to really emphasise how Soho’s unique blend of location, energy, and diverse audience makes it the ultimate destination for brilliant chefs and restaurateurs, and it’s a privilege to have Jimi’s guidance and expertise driving forward this fantastic initiative.”
Jimi Famurewa, Ambassador of the Soho Food Scene, also commented: “Soho has always been the beating heart of London’s food culture, an ever-changing, ever-exciting hub where the city’s most ambitious chefs and restaurateurs come to make their mark. From legendary institutions to boundary-pushing newcomers, it’s a place that celebrates creativity, diversity, and bold flavours in a way no other part of London quite does. The Soho Food Scene will be shining a spotlight on the people and places that make Soho such an essential dining destination; unearthing hidden hacks, behind-the-scenes stories, and the dishes that define this incredible neighbourhood.'
The Soho Food Scene is launching at a pivotal time for the neighbourhood, as innovation continues to roll out across Soho. New additions include Himi, London’s first Neo-Izakaya restaurant at 4 Newburgh Street, Nagare Coffee, the Japanese single-origin coffee brand at 2 Newburgh Street, Donutelier, the boutique bakery specialising in handmade doughnuts at 50 Carnaby Street, and Breadstall Pizza, Neapolitan-style pizzas served whole or by the slice, at 92 Berwick Street.
