Think all those Olympic athletes have a challenge ahead of them this summer in London? Ha. How about the one between you and the line to get into The Scotch. The Scotch? Londonophiles will know it. So will rock & roll aficionados. It’s the once legendary rock club, shuttered for the past 20 years, where Jimi Hendrix and Mick Jagger used to play wild rock shows, party with the people and get fucked up back in the 60’s. Now, in 2012, it’s once again being populated by the cool kids.
Just a guess but it probably has something to do with the fact that Freddie Achom, the chairman of Rosemont Luxury Brand Group, recently dumped a ton of money redesigning the teeny space. He had the minute room made over with velveteen sofas, a gigantic chandelier, deco columns, oak-paneled walls, taxidermy and artwork from people like Julian Opie, Shepard Fairey and Judith Supine. He also hired famed London fashion designer Pam Hogg to create the staff’s uniforms. She also DJs.
Missing are the raucous rock stars of swinging London (unless you count the menu which offers drinks like Maggie May, Mother’s Little Helper and A Hard Days Night) and in their stead are the crazy beautiful people of today like Kate Moss, Stella McCartney, and Scarlet Johansson. Both Jack White and Boy George have given spur of the moment performances. Also Tommy Hilfiger who just threw his London Fashion week fete there last Thursday, and the staff of Vogue UK who really dig the place too.
What does that mean for you? Its exclusive—you’ll need the password or to get your name on a list—but a challenge of Olympic proportions that could pay off handsomely to anyone looking to rub elbows with top shelf of london style. They have a website that amounts to an email address. Try sending them a message here.