The 29th outpost of the iconic brand is an ode to the cultural cocktail of the suburb

SOCIAL and its parent company Impresario have always kept hyperlocal culture at the heart of what they do and opened an outlet in Malad. SOCIAL’s 29th outlet in the country and 13th in Mumbai happens to be in the manic yet measured suburb of Malad. Paying homage to the duality of the suburb and bringing alive the topography of the region, the interiors of the outpost are broken into levels to promise guests a sense of privacy while still feeling one with the crowd. The outlet décor reflects a birds-eye view of the city – this design experience gives an illusion of space like never seen before. 

“SOCIAL’s unique identity has been solidified over the last eight years as a community space, where culture, creativity, and community collide, and we’re very excited to bring it to the modern yet diverse neighbourhood of Malad. The neighbourhood will be pumped to have a collaborative space which is not only functional but also fun at its very core! Whether it’s for a work meeting over a cup of coffee or a weekend wind-down with the gang, SOCIAL is everything an all-day café needs it to be,” said Riyaaz Amlani, CEO & MD, Impresario Handmade Restaurants.

The North Mumbai suburb of Malad is no different; a suburb which the ethnic communities of Kolis, Bhandaris and East Indians call home. Beaches like Aksa and Manori are go-to spots for the residents. Close to the shore and the sky, the IT boom in the late 90’s saw Malad become the base for IT park Mindspace, while the iconic Inorbit Mall became the first mall of the suburbs. Malad is thus a melting pot that represents Mumbai itself, where the old and new not just meet each other, but blend together seamlessly.

“We’re exploring the materiality of the outpost through signature cod-ten steel and natural stone inlays that embellish the classic SOCIAL vibe. The raw feel is balanced through a massive green wall on the other side, with bold graphics flanking the ceiling and metal, talking of the context of Malads's evolution.” say architects Faizan Khatri and Samir Raut of studio eight twentythree, who helmed the project.

Over the years, SOCIAL has also become synonymous with trailblazing experiences that have made it one of the most exciting F&B brands in the country. 

Famous for putting an experimental spin on classic dishes, going through the SOCIAL menu is no less than going on a culinary adventure. Malad SOCIAL will serve the iconic Breakfast Trays, Munchies, China Boxes, and legendary Biryanis, along with cocktails like Asia Sour, Gin Julep, The Pink Pound, Mars Attack and more that make patrons keep coming back for round two.

“SOCIAL is all about creating an engaging offline experience, and that thought is taken forward even in our food and drinks menu. Whether it’s our inventive cocktails of the legendary 1,000ml Longest Long Island Iced Tea (L.L.I.I.T), or our quirky dishes like the Black Label Butter Chicken or Tandoori Pizzas, the offerings try to involve diners in an experience that's more immersive. Malad SOCIAL is all set to become the neighbourhood’s go-to community space and we’re thrilled for the neighbourhood to experience everything India loves about SOCIAL - the food, the drinks, the workspace, the community, and the gigs,” says Mayank Bhatt, Business Head, SOCIAL.