Opened in 1911, Whiteleys in Bayswater was one of the city’s first department stores and stood shoulder-to-shoulder with Harrods, Selfridges and Liberty for decades, but fell into decline with the opening of Westfield in Shepherd’s Bush before shutting for good in 2018. Now the former shopping centre is being transformed into The Whiteley, a luxury development featuring a Six Senses hotel, private residencies, a Third Space gym, an Everyman Cinema and a number of retailers, including a Guillam Coffee House, and restaurants.
One of said restaurants is going to be Effie, a new concept from the Pachamama Group (who also have Pachamama in Marylebone and Pachamama East in Shoreditch, Chicama in Chelsea and Zephyr in Notting Hill). Like Zephyr, the two-floor, 5000 sq ft Effie will have a Mediterranean rather than Peruvian slant, serving a menu of mezze and chargrilled meat and fish dishes inspired by the Aegean coast. Those are all the deets we’ve got on the restaurant so far, but with several brands for The Whiteley still to be announced, there’ll still be plenty more to come.
149 Queensway, London W2 4YN