LOROC show great taste at Primo restaurant

02/05/2008

PRESS RELEASE.
LOROC show great taste at Primo restaurant.

LOROC Architects have unveiled their design of Leeds' most eagerly anticipated restaurant, Primo, located in the West Point, £85M KW Linfoot City Centre development.

In a 15 year lease deal secured by Fox Lloyd Jones, joint letting agents with King Sturge, a team of 3 businessmen fronted by renowned restaurateur, Claudio Modena, have launched the stylish Italian eatery in the circa 4,000sq ft unit with dual fronting on Whitehall Road and Northern Street.

For this, their first city centre restaurant instruction, LOROC Architects worked closely with the visionary restaurateur to deliver his design ideas, many inspired by the New York restaurant scene. With 20 years' working knowledge of the Leeds restaurant industry, Claudio had a clear vision of the authentic Italian restaurant he wanted to create and has worked closely with LOROC throughout the whole process.

Discussing the design brief, Ian Rivington, Director for LOROC Architects, says;" Claudio came to us having done a lot of research into the kind of look and feel he wanted the restaurant to have. It has been our role to realise his creative vision whilst dealing with the logistical issues of incorporating design into a useable, functional space. One of the main design features of Primo is that we have used lighting to control the mood of the restaurant, allowing the atmosphere to reflect the time of day. Other key features that make Primo unique are the 30ft bar and the stylish leather wall."

Claudio continues; "Primo really has been a labour of love. I've been on site every day since work began in January and I'm delighted with the outcome. The key theme for Primo is authenticity; of food, service and staff. We have speciality coffees and ice creams and all the food is made with fresh ingredients to traditional Italian recipes. I am looking forward to welcoming customers over the next few weeks."

The West Point development is also home to a Co-Op convenience store (voted convenience store of the year 2007) café-bar Breeze, a Greggs subsidiary ‘Baked' and the newly opened Lazy Lounge wine bar. Only one 3,000sq ft unit remains and James Boothroyd from Fox Lloyd Jones discusses why the scheme has proved so popular;

"West Point operates as a hub, being within the traditional city office core, on the doorstep of the train station and at the gateway to the expanding West End area of the city. The retail lettings have been progressively secured since 2006 and we are handling interest in the last remaining unit. West Point perfectly met the requirements for Primo which were; frontage, footfall, outdoor seating areas, dual entrances and a captive audience on the doorstep. With the work of the West End Partnership, the whole area is enjoying a renaissance of regeneration and Primo will undoubtedly benefit from this."