If you venture to 126 Holland Park Avenue in London, you will encounter the Supermarket of Dreams. This is not mere exaggeration; the shop's name is boldly displayed by a large purple neon sign above its entrance. Unlike conventional supermarkets with orderly aisles, this establishment crams its items into a single, moderately sized room with little apparent organization. You might spot tiramisu nestled beside cheeses or courgettes adjacent to cakes. It stands as arguably the most intriguing and overwhelming grocery store I have ever visited, and I suspect grocery shopping may never feel the same again. Here is a comprehensive guide to this extraordinary place.
What Makes It Exceptional?
The primary allure for me was witnessing an array of products from iconic London food destinations all consolidated under one roof. To the left of the entrance, a bar offers Allpress Espresso coffee, Lalani & Co matcha, or wines curated by the team at Noble Rot. Directly ahead, a counter showcases almond croissants from Ottolenghi, doughnuts from St. JOHN Bakery, substantial loaves of Karma Bread's challah, bagels from Brick Lane, and piles of exceptionally fresh vegetables.
Refrigerators and freezers are stocked with salmon and steaks from the Notting Hill Fish + Meat Shop, packs of Jones' Crumpets—which I consider the most delightful crumpets I have ever tasted—alongside salads, cheeses, desserts, beverages, and frozen pizzas from John's of Dalston. Moreover, the back of the shop houses an actual restaurant. Currently, Robin's Ramen is conducting a residency, serving lunch from 12 pm to 3 pm and dinner from 6 pm to 11 pm.
The venue also hosts an exclusive dining experience called Tuna Fight Club, where large portions of tuna are sliced directly from the fish and served before guests. However, securing tickets is notoriously difficult, akin to finding gold dust.
The Vision Behind the Store
It is important to note that the Supermarket of Dreams is not a recent opening; it is merely new to my discovery. The shop, often described as 'the A-list's corner shop' and 'London's bougiest supermarket,' originally opened in the summer of 2020. It is the creation of entrepreneur and restaurateur Chris D'Sylva, who also founded Dorian and Eel Sushi Bar in Notting Hill and renovated The Notting Hill Fish Shop into The Notting Hill Fish and Meat Shop.
Chris previously told The Times that his initial concept was to develop 'the most f***ing ridiculous version of Tesco Express possible.' He aimed for a space that was 'really tongue-in-cheek, really ironic and really east London,' ensuring it did not intimidate local butchers and stores. In my opinion, he has perfectly executed this vision.
Pricing and Clientele
The most significant distinction between this shop and a typical Tesco Express is the pricing. Expect to pay around £5 for a cookie, £12 for frozen pizzas, and up to £13 for a wedge of cheese. Chris has acknowledged sensitivity about being labeled 'expensive,' especially since the store provides 'restaurant-quality produce.' Yet, this has not deterred visitors, particularly with the growing trend of grocery store tourism in 2026.
Higher prices are unsurprising given the shop's location in the affluent Holland Park area, known as Millionaires' Row. Customers are not purchasing generic supermarket brands but rather premium selections. This is evident from the patronage of celebrities like Hugh Jackman and the Beckhams, with David Beckham reportedly frequenting the store on Fridays.
Is It Practical for Weekly Shopping?
Conducting a weekly shop at the Supermarket of Dreams is financially impractical for most. However, that does not seem to be the primary objective. This establishment offers far more than a mere grocery run; it is an immersive experience worth seeking out. For me, it resembles an Aladdin's cave of culinary treasures from some of London's finest chefs.
The added benefit is the flexibility to either take purchases home or enjoy them at outdoor tables while people-watching with a drink. This shop is exceptionally entertaining, contemporary, and unlike any other supermarket I have encountered. I may never view a Tesco Express in quite the same light again.
