SOCIAL launches a brand new outpost in Malad

The 29th outpost of the iconic brand is an ode to the cultural cocktail of the suburb.

Mumbai, December 2021: The Mumbai that you see today has gone through the motions. What started out as a sleepy fishing colony with multiple islands is now a megacity that never sleeps. Where bustling villages reside, tall buildings also thrive. Although commerce has been the backbone of the city, culture has been the soul. 

The North Mumbai suburb of Malad is no different; a suburb which the ethnic communities of Kolis, Bhandaris and East Indians call home. Beaches like Aksa and Manori are go-to spots for the residents. Close to the shore and the sky, the IT boom in the late 90’s saw Malad become the base for IT and call centre boom Mindspace, while the iconic Inorbit Mall became the first mall of the suburbs. 

Malad is thus a melting pot that represents Mumbai itself, where the old and new not just meet each other, but blend together seamlessly. 

It’s of little wonder then that SOCIAL’s 29th outlet in the country and 13th in Mumbai happens to be in the manic yet measured suburb of Malad. Paying homage to the duality of the suburb and bringing alive the topography of the region, the interiors of the outpost are broken into levels to promise guests a sense of privacy while still feeling one with the crowd. The outlet décor reflects a birds-eye view of the city – this design experience gives an illusion of space like never seen before. “We’re exploring the materiality of the outpost through signature cod-ten steel and natural stone inlays that embellish the classic SOCIAL vibe. The raw feel is balanced through a massive green wall on the other side, with bold graphics flanking the ceiling and metal, talking of the context of Malads's evolution.” say architects Faizan Khatri and Samir Raut of studio eight twentythree, who helmed the project.

SOCIAL and its parent company Impresario have always kept hyperlocal culture at the heart of what they do. Speaking of the launch, Riyaaz Amlani, CEO & MD, Impresario Handmade Restaurants, says, “SOCIAL’s unique identity has been solidified over the last eight years as a community space, where culture, creativity, and community collide, and we’re very excited to bring it to the modern yet diverse neighbourhood of Malad. The neighbourhood will be pumped to have a collaborative space which is not only functional but also fun at its very core! Whether it’s for a work meeting over a cup of coffee or a weekend wind-down with the gang, SOCIAL is everything an all-day café needs it to be.”

Over the years, SOCIAL has also become synonymous with trailblazing experiences that have made it one of the most exciting F&B brands in the country. “SOCIAL is all about creating an engaging offline experience, and that thought is taken forward even in our food and drinks menu. Whether it’s our inventive cocktails of the legendary 1,000ml Longest Long Island Iced Tea (L.L.I.I.T), or our quirky dishes like the Black Label Butter Chicken or Tandoori Pizzas, the offerings try to involve diners in an experience that's more immersive. Malad SOCIAL is all set to become the neighbourhood’s go-to community space and we’re thrilled for the neighbourhood to experience everything India loves about SOCIAL - the food, the drinks, the workspace, the community, and the gigs,” says Mayank Bhatt, Business Head, SOCIAL.

Famous for putting an experimental spin on classic dishes, going through the SOCIAL menu is no less than going on a culinary adventure. Malad SOCIAL will serve the iconic Breakfast Trays, Munchies, China Boxes, and legendary Biryanis, along with cocktails like Asia Sour, Gin Julep, The Pink Pound, Mars Attack and more that make patrons keep coming back for round 2! 

Entering the buzzing heart of Malad at Inorbit Mall, it’s about time that #MaladGetsSOCIAL, with the outpost opening to the public from xx onwards on December 10, 2021. 

We’ll #SeeYouAtsSOCIAL then?

ABOUT SOCIAL

SOCIAL is a path-breaking urban hangout that’s designed to take you offline while still keeping you connected. From an all-day café serving great food, coffee, and cocktails, SOCIAL transforms from this creatively charged collaborative space into a high energy bar when work hours end, striking the perfect balance between work x play. Each outpost is a representation of the neighbourhood it resides in, from the pincode to the people. It’s a second home, workplace, and hangout, all wrapped up in one mind-blowing experience.

ABOUT IMPRESARIO HANDMADE RESTAURANTS

Impresario Handmade Restaurants was founded in 2001 with its maiden venture Mocha – Coffees & Conversations. Today, Impresario boasts a network of 60 restaurants across 16 Indian cities and multiple brands. Its umbrella of brands includes SOCIAL, antiSOCIAL, Smoke House Deli, Goodness to Go, Salt Water Café, BOSS Burger, Hung-Li, Lucknowee, Ishaara, Slink & Bardot, Soufflé S’il Vous Plaît, Prithvi Cafe, and Mocha. The company’s core strength lies in understanding the changing dining out habits of young India and delivering quality experiences tailored to delight its patrons.