Notting Hill nightclub Cherryjam to re-open as Shimmy

By Emma Eversham

- Last updated on GMT

Related tags: Notting hill, Nightclub

Shimmy, a new bar and club run by LoveBrunch founders Deji Carr and Hugo Heathcote, will open on the former Cherryjam site in Notting Hill in October
Shimmy, a new bar and club run by LoveBrunch founders Deji Carr and Hugo Heathcote, will open on the former Cherryjam site in Notting Hill in October
Former Notting Hill nightclub Cherryjam will re-open in October as Shimmy with LoveBrunch duo Hugo Heathcote and Deji Carr hoping to take the venue 'back to its legendary musical roots of the noughties'. 

The pair, who have developed a number of successful club nights over the last 14 years, have been employed by the club's owners Thomas Tjong and Sidney Tsang, to breathe new life into the venue and provide a more attractive place for Notting Hill's late-night revellers to go after its performance started to dwindle under its previous incarnation. 

Tjong and Tsang, who own and run the four-strong South East Asian casual dining chain Ekachai, alongside the Notting Hill club, will let Carr and Heathcote have creative reign of Shimmy. However, the pair who originate from Hong Kong have devised the food offering and plan to offer a small street-food inspired menu including steamed Taiwanese pork buns and bahn mi sliders alongside a range of drinks from the bar. 

ZAP Architecture and Kila Carr-Ince Design have re-designed the venue, giving it a 'Wonderland-esque' feel with exposed brickwork, subway tiling and wood panels warmed up by mercurised mirror, amber light filters and candles. 

Permanent home

Carr, who has played as a club percussionist for over 13 years and Heathcote, a professional DJ for 15 years, said they were excited to have a permanent home after hosting pop-up events in the area for the last decade.

They plan to provide a diverse programme of DJ sets and live music nights to help revive the site's former reputation as a leading West London hang-out for music lovers.  

"We have felt for a long time that there is an unsatisfied demand for a cool, vibing and music-led hang out for Notting Hill's movers and shakers," they said. 

"It will provide a welcomed remedy for the many frustrating Notting Hill nights when the only option is to go back to someone's house.  

"Shimmy will be a diversely programmed space where we we will draw in all of favourite DJs, promoters and crews to bring a range of different musical styles and evenings with a top notch crowd. Get ready to get your Shimmy on Notting Hill." 

As a duo, Carr and Heathcote established LoveBrunch events in 2009 which grew to become a globally recognised brand hosting events in Miami, Ibiza, Paris and Hong Kong.

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