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 park 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.
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.”
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 Malad’s evolution.” say architects Faizan Khatri and Samir Raut of studio eight twentythree, who helmed the project.
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, the outpost is now open to public.
