If you haven’t already heard, there is a new shopping destination in town. Fashion retailer F J Benjamin has opened Avenue on 3, a multi-label luxury shoe and lifestyle concept store with a cafe, chocolatier and beauty suites in Paragon.
The cafe, in particular, stands out as the place to be, whether you are resting your tired feet after a day of shopping or meeting up with the gals.
It’s a commendable effort, especially since this is F J Benjamin’s first foray into the world of gastronomy. For group CEO Douglas Benjamin, it presented a steep learning curve with regards to the F&B side of things, from sourcing quality produce to selecting the tableware to picking suitable restaurant furniture.
Despite encountering some hiccups during the opening, he emphasises that the cafe remains an important part of Avenue on 3 as it is a distinctive dining concept that intertwines fashion and food, and a way to build a community in a space where people can come and relax.
Things have finally come together since opening in April, with an enhanced decor and menu. Situated on the third floor of the shopping centre, between the retail showroom and beauty suites, the 8,000-square-foot cafe is a calming respite from the hustle and bustle of Orchard Road. Earthy tones, natural materials, rattan furniture and generous foliage add to the garden-like atmosphere of the cafe.
The menu, which has been tweaked since its opening, is mainly Eastern Mediterranean with a hint of Asian influence. No greasy chips or fried chicken here; instead diners get wholesome options such as fresh seafood, salads and housemade desserts.
Benjamin shares that it was a conscious decision to incorporate healthful dishes, considering that the cafe caters to the crowd from nearby Mount Elizabeth Hospital and Paragon Medical, and could offer inspired alternatives to the typical hospital food. There are also a number of vegetarian and vegan options for those who want to go meat-free.
Popular items include the Refreshing Soba Noodle Salad, Cardamom Risotto Pudding, Mediterranean Mezze Platter, Norwegian Baked Salmon and Spring Lamb Shank. But it is the all-day breakfast items that grabs attention – they are fresh, light and the perfect way to start the day.
Start from the Traditional Breakfast Brioche served with French Bordier Butter and Organic Maple Syrup; Organic Poached Eggs; or Warm Oats with Coconut Cream. Heartier meals like the Avocado & Dill Pickled Cucumber Bagel and Liguori Organic Wholewheat Penne Rigate – both vegetarian – are satisfying any time of the day.
For dessert, the Ricotta Blinis are delightfully balanced between sweet and tart, with caramalised kumquats, lemon curd and passion fruit coils; while the Apple Tart is slightly more indulgent, with almond cream and light apple mousse topped with thinly layered apple slices, served with English Devon clotted cream and cinnamon glaze. There are also gelatos, sorbets and freshly baked scones.
But if you are feeling fancy, just pop over to the bar (next to the beauty suites) for Champagne, cocktails and caviar. We won’t judge.
Avenue on 3 is at #03-46/56, Paragon, 290 Orchard Road. It is open daily from 9am to 6pm.
