A national symbol in Argentina, the Gaucho is known as a noble, brave and generous horseman; a cowboy from the Argentine pampas.

Inspired by the spirit of the Gaucho and the stunning landscapes of the pampas region, Gaucho on Charlotte St is a modern-day rendition of the well-known UK Argentinian steakhouse chain. The rejuvenated restaurant on Charlotte St. recently opened with a complete overhaul in design by award-winning hospitality consultancy DesignLSM, just in time for the brand’s 25th Anniversary celebration. The modern-day steakhouse aims to bring the same spirit of Gaucho through its polished aesthetic and compelling narrative that will resonate with the brand’s new, socially responsible vision.

The refreshed concept also included an array of new features and innovative approaches along with a refreshed look and feel of the interior. Steak lovers and regulars of Gaucho can now enjoy a personalized counter-top dining experience with their own chef at the first-ever Beef Bar, world-class wine on tap, as well as a stunning private dining room and event space to host private events.

A re-envisioned storefront embraces the vibrancy of the Soho neighbourhood with the use of tall antique mirror panels, leaving just enough room for curious passersby to peer in through to the interior. Upon entry, guests are welcomed with a birds-eye view of the glamorous dining space on the ground floor. A warm and rich colour palette paired with a thoughtful curation of textiles adds texture and complexity to the space, elevating the setting with a layered aesthetics. Intimate seating booths with velvet upholstery were designed to evoke traditional stables in Argentina. At the front of the restaurant, a striking, monochromatic bar featuring black marble with white veining pays tribute to the black and white Gaucho legacy.

Other elements inspired by the Gaucho of Argentina include a lasso-like lighting sculpture above the metal-clad staircase that leads diners down to the main dining area. To emulate the wild landscape that the Gaucho inhabits, the design team added texture and accents of ochre, deep blue, and earth tones in the plastered wall.

The dramatic main cocktail bar provokes the eye with a warm ethereal glow. Here, guests can enjoy a good selection of world-class wines on tap. The bar’s eco-conscious design seeks to dramatically reduce carbon footprint which resonates with Gaucho’s new, socially responsible vision – a value that will see every aspect of the restaurant, including the production of beef, to operate with social and environmental implications in mind. A second bar adjacent to the main bar and the casual dining area on the second floor offers a select menu for guests looking for a casual drink after work.

A separate private dining room equipped with a cinema projector is situated on the lower ground floor and can accommodate up to 21 covers in a decadent, banquette style seating. A tri-fold screen and rust-coloured velvet curtain provide privacy from the rest of the restaurant. Finally, bespoke artwork and thoughtfully curated accents bring the space to life, making the private dining space an ideal location for hosting company gatherings or celebratory events.

One of the restaurants’ highlighting features is the impressive Gaucho Beef Bar, a four-counter bar that provides patrons with a tailored culinary experience and entertainment by bringing the theatrics of the kitchen to guests. Understanding the unique and individual preferences one may have on the preparation of their steak, the Beef Bar allows for direct interaction between the guests and the trained chef that prepares their meal.

The sophisticated and glamourous dining venue demonstrates how visual design can shift with the evolution and modernization of a brand. The design team of DesignLSM was able to create a compelling new narrative for Gaucho while retaining the brand’s original core value and spirit, bringing a new icon to the vibrant food scene in London’s Soho district.

About DesignLSM

DesignLSM curate immersive and exceptional hospitality experiences. A multi-disciplined studio based in London that specializes in Strategy, Branding, Interior Design and Architecture for a diverse portfolio of world-class brands within the hospitality industry. The studio emphasizes the spirit of collaboration with clients, colleagues and suppliers, which creates lasting relationships and delivers engaging and memorable environments and experiences.

With over 31 years’ experience, DesignLSM have curated concepts and produced innovative designs for many of the leading hospitality operators, including Roka Restaurant Group, D&D London, Indian Accent, Lacoste, Taj Hotels, Marriot Hotels and Curio by Hilton amongst many others.

Project Detail

Project name: Gaucho Charlotte St.

Interior design: DesignLSM

Furniture: Contract Chair & Craftwood

Main Contractor: Hannah Contracts

Lighting: RCM

Metalwork: CDC

Project Management / QA: Julian Church

Photography courtesy of DesignLSM