Hirst tries the Common touch

ARTIST Damien Hirst and his fashionable friends have admitted defeat in their attempt to create a chain of fine restaurants in London's most affluent neighbourhoods. In an abrupt about-turn, their Hartford restaurant chain is to concentrate on selling drink and some food rather than food with drink.

Investors are being asked to chip in towards the £1.3m cost of rolling out a chain of bars called The Common Room. The first is already open in Wimbledon.

Part-time chairman Stephen Thomas - who heads the profitable Luminar nightclub chain - expects 85% of sales to come from alcohol. There are no plans to roll out more restaurants on the lines of the Pharmacy in Notting Hill, favoured by the rich and famous.

The decision draws a firm line under the previous management, who wanted to set up other exclusive restaurants in trendy parts of London. Hirst remains a shareholder, but other founders have gone, including public relations guru Matthew Freud. Hartford shares are 3p. The fundraising is at 1.25p.