Inception Group to open eighth Mr Fogg's site

The London based bar group has successfully changed the planning permission from a restaurant use (class E) to a bar use (sui generis), with the new Soho site opening, which will be the companies eighth Mr Fogg site, planned for early 2023.
Inception Group co-founder and director Charlie Gilkes said: “We are very excited to be bringing Mr Fogg’s to such a prime location in Soho and we can’t wait to reveal the very unique concept we have imagined for this space.”

Immersive destinations 

This comes as earlier this year the group, which is behind Bunga Bunga, Maggie’s and Cahoots, received backing from loan property landlord Grosvenor Britain & Ireland’s Tenant Investment Fund, to take over former restaurant and bar, Balls Brothers in Mayfair​, London.

Speaking regarding the Mayfair launch, Grosvenor Property UK chief executive James Raynor said: “Inception Group’s immersive destinations are the capital’s most highly anticipated openings, and their expansion in Mayfair is a huge vote of confidence in the future of central London’s night-time economy.”

Since its launch in 2013, Mr Fogg’s has opened sites across London including in Mayfair, which also has a Secret Garden site incorporated, a Gin Parlour in Covent Garden and Mr Fogg’s Dockside Drinkery & Distillery in Broadgate Circle, Liverpool Street, all based around the life of Victorian traveller Phileas Fogg.

Additionally, Mr Fogg’s was awarded Best Pub Brand/Concept at the 2019 Publican Awards.

Strong narrative 

Speaking in 2019, Gilkes said: “What’s made Mr Fogg’s so successful is its strong narrative.

“People can really buy into that. Crucially, we’re building a collection not a chain and while every Mr Fogg’s is different, overarchingly there is this central figure, Phileas Fogg.

“We often look at things and think ‘would Mr Fogg do that?’ it helps us guide decisions.”