I was delighted to act for 99 SB London Limited in securing a new premises licence for 99 Sushi Bar & Restaurant at 35 Hertford Street, Mayfair.

The premises, which form part of the London Hilton on Park Lane, were formerly occupied by Whisky Mist, a well-known late-night venue. The application proposed a very different style of operation: a high-quality, restaurant-led business, but one requiring substantial late-night permissions, including the sale of alcohol until 4.00am and late-night refreshment until 4.30am.

An application for hours of this kind in Westminster will always require careful preparation. Although the premises lie outside the formal West End Cumulative Impact Zone, they are sufficiently close to it for the Council and the responsible authorities to examine closely the likely effect of the operation upon the surrounding area.

The task was therefore not merely to rely upon the historic use of the premises, but to demonstrate that the new operation would be properly controlled and would promote the licensing objectives. This required close consideration of the licensing history, the nature of the proposed restaurant, the management of customers arriving and leaving late at night, and the conditions necessary to ensure that the licence properly reflected the intended style of operation.

Early engagement with the responsible authorities proved important. A detailed operating schedule was prepared, supported by conditions directed to customer management, dispersal, noise control and the maintenance of a genuine restaurant-led use. The application was ultimately resolved successfully without the need for a contested hearing.

The result is significant not only for the operator, but also as an illustration of a wider point. Late-night applications in central London remain capable of succeeding, even in sensitive locations, where the concept is credible, the application is carefully presented and the proposed safeguards are both practical and enforceable.

99 Sushi will now be able to bring its established international restaurant concept to one of Mayfair’s most prominent hospitality locations.

Licensing Experts advises restaurants, hotels, bars and other hospitality operators on new premises licences, variations, reviews and contested applications throughout London and across England and Wales.