A new bar, ‘The Brotherhood of Pursuits and Pastimes’ has opened in Leeds, inviting the gentlefolk of the city into its fold to enjoy the finest food and drink, and celebrate the nation’s shared love of sport and the joy of competition.
Located on New Briggate, adjacent to the Victorian Grand Arcade, The Brotherhood has breathed life back into the space which was once home to Leeds’s iconic Gatecrasher club, re-purposing it for a more grown-up, sophisticated crowd. It offers the discerning a new bar experience – one which celebrates the fulfilment that the pursuit of sport adds to the quality life.
Brainchild of Demon Leisure
The Brotherhood is the brainchild of Demon Leisure, a company set-up by two of the city’s most prominent hospitality specialists – Seema Dhiman of Demon Consultants, who has more than 18 years’ experience in setting up and consulting on some of Leeds’ most prolific bars, and Dirk Mischendahl, founder and former co-managing director of Logistik Group, an award-winning corporate events, brand experience and internal communications agency.
The pair first put their customer-focused model to the test with the launch of the successful Bar & Kitchen at The Tetley, a centre for contemporary art and learning in Leeds. With decades of experience which combines Seema’s unrivalled knowledge of the bar market in the city, and Dirk’s experiential marketing expertise, and having worked with some of the UK’s most successful corporate brands, the pair felt it was the right time to take their winning formula one step further, and bring a new bar concept to their home city.
Comments Seema: “The finer things in British life are at the heart of The Brotherhood. This isn’t your usual ‘sports bar’ concept…we’ve created a place where our customers can completely absorb themselves in the enjoyment of sport, in a place that embraces excellence in everything we do and in every little detail.”
Adds Dirk: “We pledged an oath when brewing our own-brand beer, promising to ‘deliver the three pillars of the Brotherhood – fine food, exquisite drinks and the best of sporting pursuits to gentlemen of character and ladies of substance’ and I think that sums up the idea perfectly.”
Featuring…
Featuring nine HD screens which broadcast a range of sporting fixtures, high-quality surround sound speakers and headphone ports which offer customers the option to tune in and switch between multiple sports channels The Brotherhood recreates the stadium experience of live sport and combines it with the comforts of great food, good friends, grand surroundings and the best British beverages.
The architectural renovations, designed by architect Simon Baker of Group Ginger, include a reclaimed floor from a former sports stadium and its refined interiors are adorned with sporting paraphernalia and artefacts which reflect the brand conceived by James Askham, creative director of creative agency, Warm.
Dirk commented: “We’ve taken into account the interactive nature of our lives today – the fact that people want the ability to control what, where and when they watch sport. We offer customers the opportunity to plug in their headphones for an intimate viewing experience or, with multiple large screens which can be viewed from every aspect of the bar, let engaging with friends take centre stage and allow sport to be a pleasant pastime in the background.
“This northern corner of the city has established an international reputation as a destination for those who love brilliant bars and we hope that The Brotherhood will be a welcome addition to the area, offering something that is different and compliments the forward-thinking bar scene in the city.”
The Brotherhood of Pursuits and Pastimes
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