The Brunch Bunch

Hip Londoners are shying away from the capital’s clubs and doing brunch – Big Apple style – instead. Kaye Holland has the low-down on La Plage – the latest party to hit London’s brunch scene

Once upon a time, brunch in London was about eggs benedict washed down with a big mug of builders tea or a bloody mary. Fast forward to 2014 and the midday meal – the brainchild of British journalist, Guy Beringer back at the start of the 20th century – has evolved.

Today – much like in New York – it revolves around champagne, gourmet burgers and dancing atop tables and chairs. And it’s a trend that shows no sign of abating. By contrast, the battle of the brunches is heating up: Love Brunch –  the pioneer of boozy brunches  – has been joined by Broadway Brunch, Bacanal, Bread Street Kitchen all of whom are competing for the cash of a hot, young crowd who don’t want to wait until the evening to be entertained.

And as of April 26, the aforementioned will also be vying with La Plage – London’s first island style pop up residency day club whose Moet & Chandon sponsored brunch parties will take place on the rooftop of the Millenium Gloucester Hotel in Kensington.

Expect palm trees, sun beds and bubbles (Moet naturally) from 12.30pm until 3.30pm before top London DJs, electric orchestras, Brazilian samba bands, circus acts, fire breathers and stilt walkers take centre stage until 8pm.

The weekly parties will all be themed with the leitmotif revealed a couole of weeks before each event via La Plage’s website.

Bottom line? If you thought that that the best time to party was after dark, think again.