"I'm still sketching," said Mourad Mazouz, founder of Sketch in London's Mayfair, as he revealed he was planning a redesign of the Lecture Room and Library restaurant, which was awarded a third Michelin star in October.
Mazouz said he was looking to make the room "more glamorous, more everything", after receiving the accolade.
Speaking at the Global Restaurant Investment Forum (GRIF) in Amsterdam this afternoon about creating the restaurant he said: "It [Sketch] took me four and a half years to build, it was a nightmare and every six months the design changed completely.
"I knew I needed to make a place that would evolve quite often to make sure it aligns with the time - you need to live with your time.
"So Sketch the name - a drawing, you draw and then [throw away] and then restart again. Still 17 years on I am sketching again."
The restaurateur, who said he "did not care" about profit and loss figures, adding "it's not my strength", cited Instagram as one of the changes he'd had to adjust to since Sketch's conception.
He told attendees: "It was [open] before Instagram and then Instagram came and people started taking pictures. At first I was very annoyed by that I thought ‘it is not a museum' but now I help them take their pictures - last week I made an app to help them."
Next week Mazouz will open his latest venture Mo Diner in Mayfair.
He added that he doesn't think about the short term and is happy to make a little profit each year and build a business that will evolve and last.
Explaining this need to change he said: "By principal everything that is fashionable becomes unfashionable."
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