Notting Hill Fish Shop To Open ‘The Supermarket of Dreams’


A London fishmonger that transformed into a ‘chef’s supermarket’ to serve its community will quickly open a second site, The Supermarket of Dreams, in June. Working along a collaborative ethos, at the beginning of the Covid-19 crisis, Notting Hill Fish Shop teamed up with a local butcher, grocer and baker to ensure the very best produce could still be purchased or delivered seven days a week as well as delivering 500 kilos of fish to frontline NHS workers. The Supermarket of Dreams will offer restaurant standard, inventive dishes created by chefs from London’s finest restaurants alongside the highest quality ingredients, available to conveniently take away.

Located on Holland Park Avenue, The Supermarket of Dreams will offer a playful, high end riff on a Kwik-E-Mart, injecting fresh energy and attracting a new demographic to the neighbourhood. Forward thinking founder and long-standing W11 resident, Chris D’Sylva was keen to create an entirely new concept, rather than the expected replication of his much loved Notting Hill Fish Shop. Chris has brought together several of the country’s most iconic independent food and drink companies, with Ottolenghi, Skye Gyngell, H.G. Walter, Natoora, Allpress Coffee and Neal’s Yard Dairy just a few of the brands with sections in the new shop.

Delivering all over London, and also hot coffee, pastries within a five minute radius, The Supermarket of Dreams will serve up some of London’s most progressive, mouthwatering ready meals hand prepared on the premises by a young and dynamic team of chefs from Michelin starred restaurants. Takeaway meals will rotate on a daily basis according to seasonality with signatures including; signature Bluefin Tuna, Yellowtail and Salmon sold in ‘ready to slice’ blocks to make sashimi at home, handmade sushi rolls, dressed lobster and crab, oysters and caviar.

With something for everyone, the shop will also house a raw juice bar, products from Skye Gyngell’s SPRING, Happy Endings cult ice cream sandwiches, a hit with both children and adults alike, and fresh flowers delivered regularly by The Tuk Tuk Flower Studio, who bring their beautiful blooms to London from the Cotswolds to be sold at cost price so that the flowers don’t go to waste, offering an explosion of colour, joy and nature in peoples’ homes at a time when we could all use some cheering up.

With true foresight, Notting Hill Fish Shop started to evolve to face the unprecedented crisis that was headed to the UK in early March. Everyday people form an orderly socially distanced queue to buy outstanding fish such as new season wild sea bass, wild native lobster, live langoustines, turbot, Scottish salmon and fresh sushi. Chris and his team have also been generously delivering 500 kilos of fish to NHS hospitals to help them provide quality meals for their key workers. The Notting Hill Fish shop will remain open serving up the finest raw ingredients, perfectly complementing the new Holland Park store.

Chris says of the new opening: “The origins of The Supermarket of Dreams came from our desire for absolute creative freedom. We are looking forward to experimenting and having fun with our incredible produce. We can’t wait for Londoners to check it out both in person and online soon.”

The Supermarket of Dreams
: 126 Holland Park, London, W1 4UE

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