Picture the scene: a DJ is spinning dance tracks on the decks, the drinks are flowing and the glossy guests are either preening and posing for Instagram or throwing sexy shapes on the dance floor.
And then the clock strikes 12 midnight signalling the end to the evening’s fun, right?
Wrong. That might have been the case as recently as 2013 but, fast forward to 2014, and the best time to party is after midnight. Or so says Greg Ballester (general manager at members’ only club Zinc) and nightlife and hospitality entrepreneurs, Winston Douglas Jr and Danio Domingues, all of whom believe that 2.30am is when the party truly begins.
The trio have joined forces to found APM (Always Past Midnight) – a new nightlife concept at the top of the iconic Centre Point building catering to London’s crème de la crème’s late night needs.
Revellers can enjoy deep house music, expertly mixed drinks, dancing and a four-course, breakfast-inspired seasonal menu. The Michelin worthy menus has been created by the culinary experts at FOUR Magazinewho have previously collaborated on their award-winning magazine with celebrated chefs such as Heston Blumenthal (Fat Duck), Ashley Palmer Watts (Dinner), Simon Rogan (Claridges and L’enclume), Marcus Wareing (Berkeley and Gilbert Scott), Claude Bosi (Hibiscus) and Jason Atherton (Berners Tavern, Pollen Street Social) and is available until the sun has well and truly risen over the capital.
Worried you might feel a twinge of guilt about indulging in such decadence between the hours of 2.30am-7am when the rest of London is sleeping? Panic not: guests get to feel philanthropic about their APM visits as part of the money collected on the evening will be donated to the FOUR Foundation, helping charities to fight hunger around the world.
Factor in sumptuous interior design and APM at Zinc is on course to become the place for London’s movers and shakers to be seen past midnight.
See you there?
APM takes place at Zinc (Centre Point 101-103, New Oxford Street, WC1) every Friday & Saturday between 2.30am-7am