One of India’s largest liquor retailers, Living Liquids ventured into unchartered territory with their latest launch –Mansionz by Living Liquidz.
A concept bungalow in Lower Parel near Kamala Mills, it is more than just a liquor store. It houses an American brasserie, a popular oriental cafe and dim sum haven, a speakeasy bar complete with a luxury Living Liquidz store and a tasting room.
Telling us more about this swanky new hotspot in Mumbai, Mansionz Head of Operations Craig Wedge takes LuxeBook inside the world of Mansionz.
“Living Liquids is one of the biggest liquor retailers with about 60 High Street Stores in the country. So the next big step for the brand was to take their liquor enterprise to the next level. And that is where Mansionz comes in,” says Craig Wedge.
A concept bungalow
Moksh and Manish Sani wanted to create a space that had it all. A liquor store. Check. A casual dining space. Check. A wine cellar, tasting room and a speakeasy. Check, check and check!
“The brief I received when I first sat down with Moksh and Manish was to incorporate a 5-star hotel into a liquor store. That was my challenge,” says Craig. And Mansionz really does encapsulate the ambience of a luxury hotel within itself. It was designed keeping a luxury clientele in mind, according to Craig.
“People often buy with their eyes, they desire with their eyes. And so the context was not to build something overtly bombastic or intimidating. Because luxury is not about spending an absolute fortune and having the best of everything. The luxury aspect comes out in having something designed in such a way that is both visually and practically luxurious.”
The concept of the bungalow, Craig believes, is a great opportunity to create a whole environment within another. There’s two different restaurants, a speakeasy bar, a liquor store, a tasting bar, and an upcoming new edition – a roof section, all contained within one environment. “There’s nothing like it in the city. It is so unique, which is one of the best things about Mansionz.”
New York-style tasting room
The tasting room in Mansionz is nothing short of luxurious. Offering a charmingly comfortable ambience, the tasting room in Mansionz was designed in resemblance to the ones in New York.
“New York is an aspirational city. It’s the place of change, it’s the dynamic city. It’s where people find their inspiration, showcasing what’s new and what’s good. And that’s exactly what the Mansionz’s tasting room is all about.”
But while it does draw inspiration from New York, Craig believes it to be a representation of what people think New York is. A place of opportunity and inspiration, and of course, a place to have a good time. “The tasting room is a comfortable and plush environment. And that is how it fits into the New York inspiration. It can be anything to everybody and everything to anybody.”
The Mansionz’s tasting room, Craig says, takes people on a journey of discovery. “When you come to the Mansionz’s tasting room, you experience something you haven’t before, you get to taste things you haven’t before. This isn’t trying to take you out of your comfort zone, but rather a journey to learn and experience something new.”
A speakeasy for the exclusive
Like every room in Mansionz, the speakeasy is luxurious, but it is also exclusive, where one can enter only with a “secret-code”.
“Exclusivity creates curiosity. The more something is exclusive the more people want to come to it. That was the main idea behind the exclusivity of the speakeasy,” says Craig.
The exclusivity, in today’s day, is perfect for the speakeasy given the Covid pandemic, according to Craig. “In a city like Mumbai, hundreds of people want to go places like nightclubs and bars. So when we make it exclusive, we maintain a certain decorum, keeping it sophisticated and at the same time it’s safe because everyone is socially distanced.”
The finest labels
Mansionz is the biggest liquor retail store in Mumbai. So it goes without saying that liquor store showcases only the best labels, both Indian and international.
Craig believes that simply building a space that is ultra-fancy isn’t enough. “You can build a luxurious environment. But if you’ve got nothing inside to support the investment, then it’s a disservice.”
But Mansionz never fails to impress us. Whether it is their impressive architecture or their wine collection, Mansionz ensured the best of everything. “The first thing people notice is our wine collection. The wine storage has well over 600 labels, from India, New Zealand, the Americas, and France, all brought specifically for Mansionz.”
That’s right. Most of the liquor showcased in the retail store in Mansionz are ones you won’t find anywhere else. Right from special reserve wines to the most exclusive spirits, Mansionz was created as a place to find liquor you will not find anywhere else.
The concept behind Mansionz by Living Liquidz is to marry the culinary experience with a great beverage pairing. Mansionz’s unique “try before you buy” concept allows people to taste and sample their liquor before they buy it. “We want people to try the liquor before they buy it because we want to encourage the industry to grow. So we do that by offering them new products, by presenting them in a grandiose kind of environment.”
What’s more? The tasting room in Mansionz doubles up as a luxury gift store where customers can create personalised gifts for others or even themselves. A florist present creates some of the most elaborate floral liquor displays. For the perfect wine combination, you can also get your pick from the most delicious cheese platters. For a more personalised experience, customers can also get their names engraved on their bottles.
So is Mansionz really unique? Absolutely. “There’s no place like this in Mumbai at all. I wouldn’t say we’re doing anything different, we’re just doing it better. Mansionz takes the liquor retail industry to a whole different dimension,” Craig concludes.