It started out as an industrial hub for Mumbai, but today, the metropolitan city of Thane has become the fastest-growing residential zone with a thriving community of young people. Entering the buzzing heart of Thane at Viviana Mall is Impresario Handmade Restaurants, which is finally bringing its iconic SOCIAL chain to the locality. Thane’s very own SOCIAL has opened to the public on November 20, 2020, from 5 PM onwards.
Contrary to popular belief, Thane has a rich and culturally significant history. Its historical relevance, hyperlocal food culture, active interest in the performing arts, and the people’s unique way of living a quiet life despite the commercialization of their surroundings is something that makes the area stand out. #ThanyacheSOCIAL pays homage to all that and more with each element intricately crafted to reflect its rich traditions alongside the evolution of dining out in the new normal of ‘SOCIAL, with distancing’.
Riyaaz Amlani, CEO & MD, Impresario Handmade Restaurants, says, “SOCIAL is everything that a hyper-creative and entrepreneurial community needs – an all-day cafe with excellent and affordable food and drinks, a creatively charged workspace that’s primed for collaborations, and a high-energy bar post sundown. We love the fact that every hyperlocal community we are present in makes their neighbourhood SOCIAL their favourite adda, and we hope Thane will welcome us just as enthusiastically; they’ve been waiting patiently for over a year. Of course, given the challenges that the COVID-19 pandemic presents, we’ve ensured best-in-class safety and hygiene practices for our staff and guests. We can’t wait for you to get social with us again, this time with distancing.”
No two SOCIAL outposts are alike, and Thane SOCIAL dons a distinct design identity that’s synonymous with the ‘city of lakes’. A historic trip to the past, the outpost depicts how traditional places to chill are experienced. It’s a true embodiment of the Thane maxim: it’s not just a place, but a vibe.
Housed inside Viviana Mall, local homes and small businesses feature in the interiors in unique ways. Drawing inspiration from the makaan-dukaan concept, SOCIAL’s now iconic booths have been stacked on top of each other – made to look like a home above and a shop below – reminiscent of the busy streetscapes of Ram Maruti Road in Thane. The concept is also very much a part of SOCIAL’s new take on space design in the post COVID era of social distancing. The vivid decor transports you to the times browsing curiously through Jambli Naka Market or simply chilling by Masunda Lake, where communities were not just birthed but nurtured too.
A section of the outpost also recreates the iconic Shri Gadkari Natya Griha, representing Thane’s deep engagement with the performing arts. Through furniture and light installments, the vibe takes you straight inside a quintessential Thane household. You also see a continuous bench seating along the walls, representing a typical katta where communities came together to spend quality time in each other’s company. The katta represents everything SOCIAL is to a community too: a space that encourages people to come together to #eat, #drnk, #work, #play and #collaborate with each other.
Famous for putting an experimental spin on classic dishes, going through the SOCIAL menu is no less than going on a culinary adventure. Thane is all set to get a taste of the iconic Breakfast Trays, Death Wings, Awesamosas, Black Label Butter Chicken, and Biryanis, along with cocktails like Trip on the Drip, Old Smoke, Thai Maalish, and more.
Now that #ThanyacheSOCIAL is a go, the party has officially come to town!