Ultra Supper Club unveils its make-over tonight—new name, new menu, new design
Recession menus and food giveaways are quickly becoming the norm for Toronto restaurants. It is in the midst of such bad-times ballyhoo that Ultra Supper Club has gone in a defiant direction, choosing to adopt a new look, a new name (“Ultra” instead of “Ultra Supper Club”) and a new menu (Asian fusion). Since its inception in 2003, the supper club has become known as a TIFF hot spot and the site of non-festival celebrity sightings. It hardly seemed to be in need of a facelift—so why now?
The make-over was apparently in the works before the recession struck. “Five years is a long time in the entertainment industry,” said Ink Entertainment’s Tara Hendela, and much has changed since ’03. Although Ink—also involved with This Is London, Spice Route and Tattoo Rock Parlour—isn’t seeing a “major” drop in sales, the number of corporate events is diminishing. Said Hendela, “Gone are the days of the three-hour dinner.” In place of a lengthy three-course meal, Ultra is moving to small, shareable plates with an Asian-fusion menu by chef Chris Zielinski—and the prices will be as low as $8 per dish.
The interior renovation was undertaken by Ink’s go-to designers Munge/Leung Design Associates—the firm that produced Ultra’s original look, as well as the futuristic environments found at Sopra, Lux and the Orange Room. A new seating arrangement has been installed, complemented by a long wooden communal table that was designed by Castor and can double as a runway. The new look and re-branding will be unveiled tonight at a party in the redone digs.
Asian fusion? Sharing plates? Communal table? Castor? Certainly, no one can accuse Ultra of not being trendy enough. Just to be sure, though, we’re putting on our party shoes and scoping the scene tonight. Stay tuned.