Chris Arthey and Emma McAlpine on Rooftop Reinvention: Storeys

Car parks are all the rage and now their rooftops are even more coveted among architects looking to create innovative outdoor spaces. Storeys, a new rooftop overlooking West London on top of the former BBC Car Park is making outdoor decor and patio cuisine new again. The space features some striking artwork and some of the UK’s best street food traders and last but certainly not least, the best mixologists in town. Something Curated interviews Emma McAlpine and Christopher Arthey, co-founders of their company Afternoon Delight LDN Ltd. and Storeys, the two have worked more than four years in the event industry and have carved out their own niche in the market with a novel idea. We find out what’s behind the concept: the look and feel that makes the space a revolutionary new venue for London’s city-dwellers looking for a new braggable rooftop.

Something Curated: Tell us about your journey that led to create Storeys? What were you doing before?
Emma McAlpine: “We’ve been running creative events under the name of Afternoon Delight since 2011. They were usually themed but the main goal was to create a really fun afternoon party in either an outdoor or unusual indoor space. Anything from an alternative fashion week party in a Hackney warehouse basement to a pagan summer solstice festival on the roof of a gym in Olympia! Afternoon Delight is now the name of our production company and includes our own public facing productions like Storeys as well as corporate events where we handle everything from lighting to music, food and props.”

SC: What came first? The venue or the idea? Who is a part of your dream team, helping make this concept successful?
Christopher Arthey: “A bit of both really, we’d been looking for a roof space to hold some events in west London and the concept evolved once we found the space.”

EMA: “After we saw the size of it and what an amazing suntrap it is, we started thinking along the lines of a summer street food and bar destination.”

SC: Tell us about the concept in your own words. What were the things on your checklist that had to be a part of this special venture? What key components make up the concept that make it a success?
CA: “The concept was to create something fresh for west London, we’d got tired of having to travel east or south for rooftop venues and street food events. We wanted a roof space that was interesting and unique that could also be a blank canvas for us to create something special.”

EMA: “Having great street food and drinks was essential but we also wanted to create a space that people didn’t want to leave. Somewhere that has a buzzy atmosphere when you walk in and I think music, humour and the design of the space helped contribute to that.”

SC: What makes this location ideal and why is the neigbourhood a good one to launch a new venue?
EMA: “For one, the transports links are excellent, you’ve got Wood Lane and White City tube stations only a 5 minute walk away, an overground station at Shepherd’s Bush (10 min) and White City bus station across the road. Secondly, there’s really nothing else like this in West London, large outdoor spaces incorporating street food is something you’d expect to come across in east or south London. We had a meeting with local residents before we opened and they were very excited and receptive to the idea.”

CA: “The Television Centre itself and the history of the building is a further draw. To be part of an iconic site in White City — an area in the midst of regeneration — was really exciting for us.”

SC: Which designers helped craft the concept and what makes the space truly unique compared to others that might be out there?

CA: “We both had a clear vision of what we wanted to create and worked with a few freelance designers who helped us build on those ideas including a good friend of ours Amelia Annfield.”

EMA: “There aren’t many venues out there with a TV totem pole, that’s fairly unique. Chris and I spent months raiding tips and freecycle sites for those! And because there’s such a large expanse of sky up there, we get some beautiful sunsets.”

SC: Tell us about the relationship between Storeys and arts charity somewhereto_? How did you get build relationships with these artists. Where did it all begin and who were the names you knew you had to feature?

CA: “We had this huge expanse of bare walls surrounding the space and we wanted to involve local artists in creating something eye catching. We were put in touch with arts charity Somewhere_to who help young artists find spaces to exhibit their work. We were overwhelmed by the response from all their talented artists who wanted to get involved. We really gave them a free reign to do what they felt worked in the space and we weren’t disappointed, each one left their own identity on the walls.”

SC: What makes a design space a success in your opinion? How to you find a trend and turn it into a top-selling, successful business idea (what was the X factor for you)?

CA: “It’s a combination of location, marketing and PR.”

EMA: “Agreed. Location is key, the venue has to either get good footfall or be an enticing enough space to be a destination venue. Marketing and PR are also essential. Our alternative fashion week party was one of the best events we’ve put on to date, but the venue had no footfall and we spent next to nothing on marketing, so no one came. Lesson learned!”

SC: London is full of snobby diners. How do you keep them excited and interested?  

EMA: “We had a revolving line-up of food traders so there was always something different coming in every week from Korean BBQ to Sri Lankan Kothu roti. We also looked for new street food traders doing interesting things like squid ink bagels with braised beef brisket and pickled chillis.”

SC: What’s next for your brand? Are you launching new events or exciting spin-offs for 2016?
CA: “We’re looking at a few one off events to keep us ticking over as well as developing a number of new ideas and concepts for Storeys 2016.”

SC: What’s the best thing on the Storeys menu?

EMA: “That would be like choosing a favourite child, I couldn’t tell you!”

CA: “Too much to mention, you’ll just have to come down and find out for yourself!”

SC: What concepts, places and people in London do you think are doing exciting things?

CA: “Secret Cinema for their scale of productions and Secret Productions. Have been too busy with Storeys to really get out and see what everyone is up to to give you much of an answer. Plus I live in the country during the week, but my local has put in a tiki hut in the garden, which is pretty game changing.”

EMA: “The Invisible Dot in King’s Cross produces and hosts some of the best alternative comedy shows in the UK. Secret Cinema and the Punchdrunk Theatre for pioneering immersive experiences.”

SC: Who is inspiring you at the moment?

CA: “Kanye West.”

EMA: “My girlfriends – all independent, funny and talented women, making their way in the world.”

 

Text by: Glynnis Mapp, @glynnismapp
Images: Andrey Uverskiy, @uverskiy