Tashas expands offering in South Africa to align to international brand and provides whimsical food and retail emporium.
The tashas location in Hyde Park Corner has been reenergised with a new look, a new brand, and is now a one-of-a-kind food and retail emporium. “Le Parc by tashas”, is a destination for a sophisticated shopper and brings Paris streets and market-style courtyards to life within the Hyde Park Corner environment.
General Manager of Hyde Park Corner, Jacqui McGeehan had this to say about the newly opened emporium:
We are very proud to house Tasha’s flagship restaurant within Hyde Park Corner and congratulate the team on a wonderful refurbishment which has already been well-received by customers.
It’s also the first time that a South African store reflects the Tashas Group expanding international-level offering – a strategic move on the part of the group. Le Parc bridges the gap in the local portfolio of Tasha Group brands. Developed in Dubai from a conceptual point of view and brought to life in South Africa.
“Le Parc intends to bring joy and be regarded as a happy space,” explains CEO and founder, Natasha Sideris. “It’s bright, different, unique and fun. It’s delicate and feminine, and there’s something for the kids too. It’s an experience, and one which I think people need. It’s not just a come and dine and go place anymore… it’s a step inside a whimsical world.”
Designed from the outside, in
For over a decade, the Tashas Group has partnered with Verhaal to bring the tashas experience to life. Led by interior architect Neydine Bak and architect Dewald Struwig, their approach to design celebrates honesty. Each store takes inspiration from its surroundings to become an intimate and considered experience for the client, as well as the guests.
For Le Parc, located in the heart of Johannesburg’s northern suburbs and well-positioned for sophisticated shoppers, the location now reflects a retail, and food focus. The design, with its distinct tone of soft pink, sets the store apart – not only from its peers in the Group, but its competitors in the market.
“There are not a lot of places where you can dine and shop, this is the whole experience,” says Natasha.
Food Emporium
The Le Parc menu features 75 items which are all made on order. Twenty of the dishes are favourites from tashas Classic Menu, and 55 dishes are brand new to Le Parc’s Signature Menu which reflects a French theme for the dishes. Think ratatouille eggs with crispy brinjal, smoked salmon salad, a tashas-take on a Bahn Mi (crispy baguette with a savoury filling) and even calamari Provençal.
And don’t forget the gelato. Le Parc will make its own ice-cream – six different flavours and one special “flavour of the week”. It’s the perfect take-home or eat-there treat – especially when placed next to a candy-floss machine, waffle station and toffee apples… making it an equally fun place for kids.
The food at Le Parc, isn’t just about dining-in there’s also a substantial retail offering. One of the highlights is the bread – freshly made sourdough, baguettes, cranberry and seed loaf, coconut bread, and a couple of gluten-free options will be made each day and displayed in all their carbohydrate glory.
Retail Experience
Over 300 retail items are available to purchase from Le Parc – some made in-house, others sourced from local partners and even a few flown in from around the world.
Two oval tables will be the centrepiece for the retail section, heavily-laden with a bounty of breads, ambient pastries, linens, ceramics, olive oils, spreads, jams, butters, a full range of biscuits and sweets – and even tashas much-loved homemade granola. You can also buy bespoke crockery and linen homeware – tablecloths, placemats, napkins – with the option of having it personalised and monogrammed.
“Some of the products will be under our brand, and some of them under the original supplier,” says Natasha. “It’s important for us to be authentic and to give credit to those suppliers and partners whose top-quality products feature in our retail section.”
As one of the popular dining destinations in Hyde Park Corner, Le Parc has grown its footprint as the visitors to the shopping centre have increased. Extra seating has been added, and the space has been given a more intimate feel with the addition of stained-glass frames on the perimeter and fabric sails across the ceiling.
Natasha explains: “The sails have softened the lighting from the skylight, without making it too dark and we’ve added new architectural lighting, and candles to give the space a natural feel.”
For Natasha, the most successful décor change has been the colour – from stucco and pale hues to a warm palette of pinks with pops of colour – it’s warm and completely separates the space from the rest of the centre.
Visit Hyde Park Corner on the corner of William Nicol Drive and Jan Smuts Avenue.
- Le Parc is open Monday to Saturday for breakfast, lunch and dinner. On Sunday, join the team for breakfast or lunch.
