Caprice Holdings is set to open a new 200-cover restaurant in London's Berkeley Square, offering pan-Asian fish and shellfish.
The as-yet-unnamed venue will be the first new concept for the group, which launched the Ivy Chelsea Garden in March and is due to open the revamped Ivy next month, since it launched 34 at the end of 2011.
The new restaurant, which opens in September, will sit in the old Nat West bank building, across the square from private members' club Annabel's, which is also owned by Caprice Holdings.
Laura Montana, who first worked at the Ivy and was then in charge of the launch of 34, will be operations director for the new restaurant.
She said: "Being there at the beginning of a project is like taking the most thrilling rollercoaster ride.
Last week saw models dressed as a mermaid and two sharks handing out fliers to try and recruit staff to work at the new venue when it opens.
Caprice Holdings, which is owned by restaurateur Richard Caring, acquired the site in 4-6 Berkeley Square in early 2014, with the help of advisor Trowers & Hamlins.
The restaurant group, which also counts Scott's and J Sheekey among the venues it operators, has 13 UK restaurants as well as three international sites. It also has one private members' club (the Club at the Ivy), one catering company (Urban Caprice) and two boulangerie/deli businesses.
The Birley group - which includes Annabel's, Harry's Bar, George, Mark's Club and Bath & Racquets - is also 100% owned by Caprice Holdings but is treated as a separate business.