Business

LONDON CREATIVE: Patsy Godik

Patsy_lowres

Patsy Godik, Creative Director of Gaucho Group, tells us why she loves being a Creative Director and how important it is to be different and trust your own ideas.

1. CAN YOU TELL US WHAT A CREATIVE DIRECTOR OF GAUCHO GROUP DOES ON A DAILY BASIS? 

My day to day is really varied and I oversee the look and feel of the restaurants, which means considering anything from the interior design generally, to lighting, table-ware, flowers, uniforms, and even the design of the menus. As part of being Creative Director at Gaucho, one of my key responsibilities is leading the design for new restaurants, which is one of my favourite parts of the job. Being instrumental in having vision for something new or being able to see a new direction for the aesthetic of Gaucho, is hugely exciting. As well as looking after the brand new sites, I am also responsible for ongoing refurbishment and upgrading of sites. Brand development and evolution more generally also play a role in my day to day, including working with branding and PR agencies, which I enjoy.

We have great people working on our graphic design, but it’s essential the aesthetic of the restaurant matches up with all other visuals we put out into the public domain, so I oversee graphic design and copy writing to ensure we’re consistent in how we look and what we say. Day to day I also help with the development of new restaurant concepts. As a Creative Director, my job as you would expect, demands a lot of creativity day to day, fortunately that is a skill I pride myself on and something I find really energising!

2. WE LOVE THE NEWLY REFURBISHED GAUCHO RESTAURANT IN PICCADILLY,, HOW DID YOU COME UP WITH THE NEW INTERIORS CONCEPT? 

I took my inspiration from the Ombu, giant trees which are a striking natural feature of the Argentine rural and urban landscapes. We have brought Argentinian nature further into a sophisticated, urban environment, using the Ombu’s soft grey colours, sculptural, swirling branches and roots, and its striking leaves as inspiration throughout. It’s a perfect contrast to the classic Gaucho style, with its homage to the home of Argentine beef, which has been maintained across the first and second floors of the restaurant. The overall feel is one of an enchanted forest, with soft lighting and reflecting mirrors peeping through the wood carvings to enhance the atmosphere.

3. IS GAUCHO LOOKING TO EXPAND? IS THERE A NEW LOCATION YOU AND THE TEAM HAVE YOUR EYE ON? 

We’re planning a Gaucho opening in Birmingham, and it will probably be early next year. The restaurant scene in Birmingham is becoming very exciting, far more diverse than it used to be, with a stronger emphasis on quality dining, and we think that Gaucho will fit in perfectly.

4. WHAT IS THE ONE PIECE OF LIFE ADVICE THAT YOU LIVE BY? 

Follow your gut and don’t be afraid to be different. When your job is to be creative, it’s easy to get scared and simply recreate things you’ve seen elsewhere. This doesn’t cut it. You have to be prepared to be different and trust your own ideas.

5. WHAT ARE YOUR FAVOURITE PLACES IN LONDON? 

I adore the river Thames. I love the way the atmosphere changes completely when you approach it and how the sky opens up. I love Portobello, it still stands up to my memories of it as a child. The area has changed quite a lot since then, but it’s never lost the buzz and atmosphere I remember it for. I also spend a lot of time working near Piccadilly and I love popping into the Royal Academy when I can. Taking time in a busy day, and in one of the busiest areas of London, to just go and wander around the RA and look at art is a real treat for me. Golborne Road is another favourite spot in London, with its amazing mix of antique shops and ethnic food. It’s a great place to wander round, especially on a weekend.

6. WHAT WOULD YOUR IDEAL SUNDAY BE? 

My ideal Sunday is totally lazy. My weeks are busy so I don’t like to make plans for a Sunday. It starts with breakfast in bed reading the Sunday papers, then I like to have an open house for the rest of the day where family and friends can drop in for lunch. I always have something delicious on standby for when they do drop in. A Sunday evening for me is all about a take-away and telly. It’s the perfect preparation for a busy week ahead!

Gaucho Restaurants: www.gauchorestaurants.com

Portrait by Nyla Sammons