I found myself in bloomsbury last saturday late afternoon. Not haven eaten or drunk anything all day i was looking for the perfect place to have a bite and seek shelter from the cold. I remembered a place i had visited a few month earlier, but only for take-away tea.
As soon as i walked through the door, the smell and sight of food and beverages literally made me go weak at the knees. You must know those moments when we could eat absolutely anything. Lucky for me, i was in the right place at the right time. I hit the jackpot!
The life goddess is an amazing addition to the london deli/café/restaurant scene. Best of all, it’s greek.
“In greek tradition and culture cultivating, preparing and sharing food is a ritual. The journey of the senses starts from mother-earth and finishes at a feast on a table where all the family, friends and companions share the same nourishment and enjoy the sublime result of their efforts. For greeks preparing a meal for someone is the ultimate token of respect, gratitude, friendship and love.”
Opened in january, this new venture was started by three greek businessmen from thessaloniki. Nick and george nyfoudis and elias koulakiotis. They travelled across greece for six months sourcing the best and most delicious products for this venture.
The shop design came from I.D.E.A and the branding was designed by beetroot design group. Depicting a goat, the illustrations and packaging designs are charming. According to ancient greek legends a sacred goat named amalthea was a descendent of the sun and her horns had the godly power to produce unlimited sustenance of superior quality for gods and mortals alike. The goat amalthea was and is a symbol of nourishment, abundance and life!
You’ll find everything you’d expect to find in a deli, all laid out beautifully.
The coffee is from ozone.
Additionally the counter is full of delicious home-made food to be taken-away or eaten in.
How lucky was i to be served by george, one of the co-founders? Generous, larger than life and completely passionate about food, life and his business.
He took me under his wing and fed me the most delicious grub. Succulent marinated chicken with some glorious mash. A feta salad to die for, with the best ingredients you can find. An aubergine dip that i’m literally still tasting in my mouth while writing this. The entire meal oozed freshness and abundance. Sadly i couldn’t eat the stuffed leaves or all the olives generously offered to me, for genuinely being far too full, but oh so satisfied.
George enthusiastically told me how they rotate dishes to showcase various different regions of greece. The menu for evenings is different and all food changes daily. During the week they supply a lot of the surrounding offices with lunch.
Before i left i wanted to taste their own olive oil. It was so delicious that i left with a 5 liters tin. That should last till the end of the year:-)
The place was heaving whilst i was there, predominantly with greek guests. Apparently during weekends it turns into a small greek community in the middle of london. It was full of atmosphere and abundance. I love being amongst people who love their food as much as i do. Once they finished eating, they picked up some deli goods plus a bottle of wine, probably stocking up for dinner.
There is another branch opening in soho in early 2014. They have plans for expansion and judging by what i saw i think their business model is a sure winner. I’m smitten and the life goddess is now a firm favourite.
The Life Goddess
29 Store Street
open 7 days a week
Mon. – Fri 08.00-22.30