Restaurants with Polyneisan themes…something I remember seeing on TV as a kid in the 70’s. Always seemed mysterious and only rich people went there. And then once, while in college at Berkeley, I went to this restaurant by the Bay called Trader Vics. It was billed a luxury restaurant with consistant theme and service, but what I remember about this place was that it was a fun and welcoming place.

Fast forward to 2006, I am in Shanghai now and have not thought anything about this for so long and along comes a Press Release for the new opening of Trader Vic’s in Shanghai! And the memories came rolling in.

This new Trader Vic’s takes advantage of the new growing middle class presence here in Shanghai. Trader Vic’s management sees great opportunity here in China and seems excited to open their flagship Trader Vic’s on Fengyang Rd near Nanjing West Rd. With over 30 restaurants worldwide, it seems they have done their homework every step of the way, consistant in following the footsteps of their founder Victor “Vic” Bergeon as he followed what the market wanted and created an illusionary “escape from ordinary life” by creating the thematic Trader Vic’s. throughout the years, the restaurant chain has stuck by this vision and the Shanghai Flagship, though newer, will been different.

Anyhow, attached is the press release I received today. Read visit and you be the judge. J
Cheers!

Trader Vic’s, a new luxury restaurant set to open in Shanghai

In a period of prosperity for so many luxury brands, so many have set there eyes upon Shanghai, China’s richest and brightest star. As incomes rise and living standards grow, the emerging middleclass is increasingly turning towards the new influx of luxury goods and services.

Trader Vic’s, the world-class brand name restaurant is set to open in Shanghai next month. Its investor, the Al Fathim Group, has great confidence in Shanghai’s high-end restaurant industry and highly values the local market. Ms. Yang Min, the Vice president –China of a subsidiary company of Rmal Hospitality, remarked:“As the most fashionable international city, Shanghai has showed off more and more consumer power, and became the bridgehead of every kind of luxury brand. Trader Vic’s, as a high-end restaurant, needs more exploration and innovation to expand Shanghai market, we look forward to gaining a leading place in the high-end food industry here in Shanghai, and even in China. We plan to incorporate all aspects of neo-luxury in this 1200-square-meter restaurant. It is going to make it another milestone in the history of Trader Vic’s colourful history, creating yet another new image for the flagship restaurant.”

The original restaurant was founded by Mr. Victor Jules Bergeron, who was an American of French origin, in Oakland California in 1934. It’s a family company, which belongs to the Bergeron family. Mr. “Vic” Bergeron, started off with a small bar specializing in rum and mostly frequented by sailors. In 1937,as it became famous, Victor renamed it Trader Vic’s, and changed the concept of Hanky Dinks to provide an escape from ordinary life – create an illusion that one had fled to a tropical island. From then on it becomes a tropical restaurant and bar, which specializes in serving world-famous Island cuisine, and tropical cocktails, offering a refined exotic atmosphere.

Today, Trader Vic’s has become a world-renowned corporation in the restaurant business, with over 30 restaurants in 22 cities around the globe. All these Polynesian-style restaurants feature a huge Chinese Wood Fired Oven, epitomizing the perfect blending of history and culture. The new restaurant in Shanghai will be no exception.

The New Shanghai Trader Vic’s, located at Fengyang Road( near Nanjing w. Road will be a fresh experience at internationally acclaimed Trader Vic's Restaurant and a requisite stop for any visitor and resident of Shanghai. This incomparable dining experience combines Trader Vic's signature Polynesian décor of towering wooden tik is and personalized service, a refined atmosphere and world-renowned cuisine. The flavors of Europe, Polynesia, Asia, and the Americas are precisely fused using advanced culinary techniques by talented chefs who aim to heighten your senses and satisfy your cravings.

SO for those sick of the stereotypical association of luxury brands to royal grandeur, stop by the new Trader Vics to get a refreshing taste of “creative luxury”, with exciting and informal fashion concept. They provide a cozy, relaxed environment with tropical style décor, endeavoring to promote a new lifestyle: enjoying some extraordinary leisure time with your friends. This is the best interpretation of “creative luxury”, which, to Trader vic’s customers, means more than enjoying a glass of cocktail and a sumptuous dinner, even the symbol of wealth and social status, but unique experiences in your daily life. Trader Vic' is bound to become a first-class, fashionable eating destination and a new culture landmark in Shanghai.

Location: House No.598 Fengyang Road (Near Nanjing West Road) Jinan district,Shanghai.PR.China