Dishoom Chowpatty beach created in spirit of Jugaad
The creative and build – Honest Entertainment

This summer, the South Bank is celebrating the 60th anniversary of the original Festival of Britain. As part of this Honest Entertainment were enlisted by Dishoom to take you on a little summer holiday, right here in London. Taking over an old sad portacabin, Honest has injected into the Southbank landscape a magical Chowpatty Beach pop-up bar, named after the eponymous beach in Bombay.

Southbank have installed 48 tonnes of sand in front of the psychedelic pop-up beach bar Dishoom where children build sand castles whilst their parents sip on fresh coconuts from a boat painted by Sam Birch and Rebecca Menzies, Honest’s artists in residence.

The design spirit and inspiration evolved from Honest’s discovery of the Hindi term ‘Jugaad’ which means ‘making do’, ‘reusing’ or ‘creative improvisation’.

Many of the materials are either recycled, found or second hand and have been reinvented and up-cycled creating a welcoming homely and relaxing vibe that is completely in keeping with the growing awareness and opportunity for sustainable design. Honest felt the ‘Jugaad’ approach appropriate in current climates. It is not sterile or permanent in its conception/execution but clever and accessible to all in its tactile approach. You can sense and appreciate many hands at work in its making… Sid from the Studios made the Irani café style tables and Afroditi who won awards for the design of Dishoom Covent Garden acted as a brand advisor.

It truly is a magical place as expressed by visitors in chalk on the blackboard toilet walls: “Thank you for being so creative” is Honest’s favourite so far! They hope you will make it down and leave your own messages. Their cocktail of choice is the Colaba Rum Iced Tea which “we hear” is delicious!

Honest Entertainment

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4 June 2011