Oliver has acquired a 25-year lease on a 3,811 sqft site at the multi-coloured Renzo Piano-designed development, which also houses an outlet from Italian restaurant chain Zizzi, Byron, Fishworks, Turkish restaurant Sofra and Oliver Peyton’s Peyton & Byrne café.
The concept for Union Jacks is still unannounced although it is thought the restaurant will focus on traditional British cuisine, and following the success of the Jamie’s Italian format, operate at a mid-market level.
Oliver has also recently appointed US pizza operator Chris Bianco as a director of Oliver’s newly-registered company Jamie Bianco, lending speculation that the concept may feature pizzas made using British-only produce.
John Jackson and Simon Blagden, chairman and managing director of Jamie’s Italian, have also joined the new company as directors, although Oliver remains the majority shareholder.
Blagden said: “Central Saint Giles is the perfect first location for Union Jacks and we’re looking forward to opening in the autumn.”
Simon Wilkes, head of development at Legal & General Property, which owns the Central St. Giles development, said: “We are delighted that Jamie Oliver has chosen Central Saint Giles as the first location for his new Union Jacks concept.
“We have been determined to create an interesting and varied selection of dining options and different price points at Central Saint Giles to create a new dining quarter for residents, workers and visitors around our new vibrant and convivial piazza. We are sure that this dining oasis will become a favourite Central London location.”
Bruce Gillingham Pollard and Restaurant Property advised Central St Giles on the deal. Graeme Wait acts for Jamie Oliver.