Birmingham high-rise restaurant Orelle is changing its name to 24 Stories as the Evolv Collection – originally Conran Restaurants and more recently D&D London – modifies its structure with the introduction of a series of mini-brands.
24 Stories – on the 24th floor of Birmingham’s tallest office building, 103 Colmore Row – combines with 20 Stories in Manchester and 14 Stories (formerly 14 Hills) in the City of London as a brand within Evolv. The company plans to build on the brand by opening new skyline restaurants across the UK – “creating even more exceptional dining experiences accompanied by breathtaking views”.
Martin Williams, who has driven the changes at the 22-strong Evolv since his appointment as chief executive in April, said: “Orelle has been a cornerstone of The Evolv Collection’s success story, and we are confident 24 Stories will continue to go from strength to strength. Creating the Stories brand is a really exciting evolution and part of our strategic vision. By creating opportunities for all three Stories restaurants to work collaboratively, we are hoping to offer exciting new dining experiences that honour the past while embracing an ambitious future.”
Another Evolv mini-brand is set to emerge next month with the launch of a new Sartoria in the Kensington townhouse occupied by much-loved Launceston Place, which opened in 1986 and closed last year. The original Sartoria, inspired by Milanese dining, was opened by Sir Terence Conran in Mayfair’s Savile Row in 1998. In a further tweak, the riverside restaurant Fiume in front of the old Battersea Power Station is now being marketed as ‘Fiume by Sartoria’, while a fourth Sartoria is scheduled to open near Liverpool Street.
Meanwhile, the Liverpool Street Chop House and Tavern, last month’s relaunch of Evolv’s former New Street Grill, has set a lead to be followed by the collection’s two other London chop houses, Paternoster and Butler’s Wharf, and its King’s Road, Chelsea venue Bluebird was joined earlier this year by a second branch at South Place Hotel in the City, with future international openings also trailed.
