The late-night operator said its new venue is designed as an “elevated alternative” to functional sports viewing.
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Side Hustle aims to appeal to a new generation of customers that see sports viewing as a broader social occasion.
The sports bar will open in London’s St Paul’s area on 5 June, ahead of the first men’s football World Cup’s match on 11 June.
Previously part of the Dirty Martini portfolio, which is also owned by Nightcap, the site has been refurbished and rebranded to deliver an immersive sports and social experience.
Side Hustle will offer live sport viewing, sharing plates, and a more “considered” design aesthetic to serve after-work occasions, weekend socialising, group bookings, and event-led trade, rather than relying only on match-day football.
The venue features ambient, changeable lighting; neon signage; painted wall graphics; and brick, timber, and steel finishes to develop a more design-led environment compared to conventional sports bars. The idea is to create a “contemporary, inclusive, and social-first” space.
- Read the full article on The Morning Advertiser’s sister site, MCA, here.
