CODE Meets Maximal Concepts

In advance of the launch of their latest opening, The Aubrey London, CODE caught up with Matt Reid, founder of Maximal Concepts, the international restaurant group based in Hong Kong. Since 2012, the group has been responsible for opening award-winning F&B concepts in Hong Kong and beyond, including Mott 32, John Anthony, Sip Song, Limewood and many more.

For those who haven’t heard of Maximal Concepts, how would you describe your brand and what you do?

Maximal Concepts is design-led global restaurant group that specialises in thought provoking, highly layered culinary experiences, with a deep focus on the Asia region. We see our restaurants as vehicles to promote change and develop ideas from our research and environmental documentary films. We dive deep into our projects and produce most of our creativity in-house. 

You’re launching a new restaurant in London. How have you found the process, and how does London differ to other cities?

We have opened restaurants throughout Asia and various North American locations. London is our first in Europe. It feels different because we know it so well, although a lot of our knowledge is nostalgic memories as all three of us grew up in the UK. London is really important to us. We want to bring everything we have found and learnt back to our home. I guess in a way it’s a lot more personal.

What made you choose Knightsbridge/the Mandarin Oriental?

Being both based in Hong Kong, we are very close with the Mandarin Oriental team and love what they do and have worked together successfully in Hong Kong. When we had the opportunity to partner with them at such an iconic property we got excited. Knightsbridge is also in a state of renewal and we wanted to be part of that story.

Tell us about the space and where did your design inspiration come from?

The Aubrey is intentionally designed to give you the feeling that you are in an art collectors private home. We feel you act differently in home as opposed to a restaurant or bar. There is a clear obsession for Japanism. The space invites you to share in that obsession. We also love the eccentricity of a night out in Tokyo. Its unique, intriguing and always a touch crazy – which is what The Aubrey will offer.

The drinks are a large focus at The Aubrey. Was this always the plan?

The Aubrey is our interpretation of an Izakaya; which always puts drinks first. An izakaya in its truest form is a place to drink after work with some small food offerings, akin in many ways to the English pub. Our version brings high quality ingredients, a larger menu, deep dives into the lesser known parts of Japanese alcohol production and the ingenuity of the thriving cocktail scene.

What can we expect from the food?

Expect to share lots of plates with Edomae Sushi, Sashimi, Tempura and Robata cooking. We focus on authenticity which is to best highlight the ingredient and process. We are not bound under the deeply conservative confines of classical Japanese cooking and where it feels right we add touch of respectful creativity. All the food is designed to accompany the beverage program.

How important is sustainability to you and what will you be doing at The Aubrey to make sure it is one of the top priorities?

Our philosophy is that through business we can drive shared value and create change. Doing better drives us and is our underlying purpose. We are closely aligned with Mandarin Oriental in this regard. As an example The Aubrey and Mandarin Oriental has removed all Blue Fin Tuna from its menu’s, despite its overwhelming popularity. It’s now an endangered species which we must protect. 

Malcolm and I were part of the charity that produced “A Plastic Ocean” and more recently we funded and produced a five year journey on climate change with “The Last Glaciers” which is being launched soon with IMAX. 

Sustainability has become a ubiquitous term. We know we can improve in all areas and we use every menu, kitchen, location, development and process as an opportunity to teach and guide us to find those improvements. The UK is quite dynamic in this regard so we look forward to the experience, in particular we find the work on circular economy’s undertaken by Ellen MacArthur Foundation inspiring.

What do you now know that you’d wish you’d known when opening your first restaurant?

Good question and the list is long. We refer to our learnings as our restaurant algorithm. Its perpetually improving and there are hundreds of items that make fractional improvements, which combined make better restaurant experiences. 

Should we keep an eye out for any new Maximal Concept openings later in the year or in the near future?

Despite all the challenges we have a busy year ahead. We just opened Mott 32 Seoul. We have Mott 32 Bangkok, Mott 32 Dubai and then Mott 32 Cebu all opening before the summer. We want to do more with Mandarin Oriental in other locations.

What’s been the biggest challenge along the way?  

There have been many challenges along the way and we have shown real resilience through them all. I think the realisation that it’s the journey up the mountain that is the fun part, not the summit keeps us all fighting, creating and loving it.

The Aubrey is now open

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