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The Electric House - just the facts - April 2002
There have been rumours. There's been speculation. There's been gossip. But what there hasn't been is the cold hard facts about exactly what the new Electric House is all about.
And in true MyVillage style we've decided to dispel the myths and find out exactly what's what down on the 'Bella, with the Members' Club, the Electric Brasserie, and the Electric Cinema.
Portobello Road welcomed its newest establishment this week with a fabulous bash on Wednesday, when local businesses and media people were able to satisfy their curiosity and roam the refurbished bowels of the Electric, sipping champagne cocktails, nibbling food and generally feeling a bit fabulous.
The arrival of Nick Jones (pictured above) and Soho House has been a point of discussion for local people since the news reached the hill last year that the ailing Electric Cinema had been sold. To read the history click here.
There was much wailing and gnashing of teeth on our own message board, with the discussion kicked off by a local resident concerned about "horrendous changes in the spring" and " the destruction of the character of the cinema." read discussion
Since then, the debate has ranged from "last thing we need is a load of non-local private member's chortling and guffawing late at night outside the cinema" to "what the hell is so bad about having waitress service with food and drink during a film? It sounds great."
With E&O becoming the new Ivy, some people are wondering how it could be worthwhile to part with a couple of hundred quid to swan around in the comfort of a swish new members' club. And if there was ever a club to join in London at the moment - this is it.
With Nick Jones' sights firmly fixed on New York for his next site - it gets you to thinking, Carrie Bradshaw style, "Are the horrendous changes in the Spring really so horrendous, or are we just being a bit British about it all?"
The Members' Club
To become a member is £250, but a special introductory offer knocks that down to £200. Membership oesn't entitle you to access to Soho House, but does get you member's prices at Babington House.
When Nick Jones opens his New York branch in the meat-packing district, the membership will also apply over the pond.
The Study, equipped with presentation facilities including plasma screens, OHPs and flipcharts, is available for private hire for meetings of up to 12 people.
The Playroom is also equipped with plasma screens. It can accommodate up to 25 for private drinks parties. When not being used for private hire, it is open for use by members with snacks, drinks and full waiter service available.
However, having the cash and applying doesn't automatically guarantee your membership; they received 900 applications but only 300 memberships have been awarded so far, so you'd better be on your best behaviour.
If you had the good fortune to join the Electric Cinema when it reopened last year, you can apply for membership at the reduced rate of around £100.
The members' bar upstairs will eventually have a 2am license, and each member is permitted to sign in three guests.
Electric House members are also invited to buy tickets in a members-only exclusive period for Babington twenty four, www.babingtonhouse.co.uk/twentyfour the company's annual outdoor summer festival. Members are also given access to the Soho House boat throughout the Cannes Film Festival.
Electric Brasserie
The Brasserie (downstairs to the right of the cinema) is open to everyone from Monday, April 29th. One of the most famous myths about the Electric is that this too is members' only. It's not.
The all-day menu will include a breakfast from 8am to noon during the week and 8am to 3pm at the weekend.
The full menu kicks in from 12 to 11.30pm and there is a good selection of small plates, tapas as well as full meals such as tagliatelle with tomatoes, basil, garlic and chilli, hot buttered pasta, dover sole, lamb chops with minted potatoes, duck cottage pie and sausage with champ.
Also making a comeback at the Brasserie will be the traditional carving trolley, which from Monday to Sunday will feature different roasts or seafood from honey roast ham, Gloucester pig to baked wild salmon.
If you're feeling particularly fabulous, you can indulge in the seafood menu which includes 30g of Beluga Caviar for £40.
The idea of the brassiere is to eat as little or as much as you like, pop in for a pre-cinema bite, a drink, a coffee or a cocktail.
The Cinema
The other famous myth concerning the cinema is that there will be full-dining during the movies with waiter service. This is not the case.
Cinema-goers are able to purchase hot food served in small cardboard containers complete with wooden fork. The cinema is open to everyone, with members receiving a discounted rate.
Basically ice cream and popcorn has been replaced by tapas-style food, which is served to the guests by staff carrying traditional cinema trays around their necks.
Yes, the chairs have been ripped out and replaced with luxurious leather armchairs with footstools that include a wine holder and a place for you to put your food. There's also a massive couch area up the back that you can hire.
There is no "service" during the movie, but the advantage of this is that you can have a bite to eat in the Brasserie next door and take your dessert and coffee into the movie.
Food and drink service in the cinema stops five minutes before the main feature starts.
Of course, all this business-class comfort comes with a slightly more expensive price, but the first three rows of the cinema (without footstools) are cheaper and all Monday shows are £7.50.
Prices
Adults - £12.50, front three rows £10.00
Mondays - £7.50, front three rows £5.00
Children - £7.50, front three rows £5.00
Kids Club - Children and accompanying adults £4.50.
The cinema's programme is published every two months and can be picked up at the reception.
As well as mainstream and art house films they will be holding a weekly Kids Club on Saturdays and there will be double bills and special live events including comedy, music and performance.
On Sunday mornings, there will be special pre-release screenings for members only.
www.the-electric.co.uk
Electric House
191 Portobello Road
London W11 2ED
tel: 020 7908 9696
fax: 020 7908 9595
Michelle Smith
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