Me and my business partner, Vishal Shetty realized that many of the folks who visited our immensely popular nightclub, Fire N Ice as teenagers in the 90s had graduated from jeans & sneakers to suits.
That's why our new bar Magic was designed for and positioned to what we called the 30-plus crowd. We opened it in Worli which we thought would be the ideal location, as it is a bridge between South Mumbai & Banrdra. Our target audience were executives and corporates who came to unwind after work. A teeny bopper would never like the place. That's why most important time for Magic was after office. 6-9PM were 'Magic Hours', our version of 'Happy Hours, during which patrons received 30 per cent off on the price of food & drink.
We had a star-studded party to launch our new bar in style in 2008. The event saw a sprinkling of Bollywood stars and society circles, including the likes of Dino Morea, Kelly Dorjee, Lara Dutta, Sameera Reddy, Amrita Arora, Akshay Khanna, Suchitra Pillai, Anaita & Homi Adajania among others! It was indeed a night to remember.
Magic was divided into an open bar and a more intimate area with booths.
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