I just discovered London’s Supermarket of Dreams — food shopping will never be the same

If you head to 126 Holland Park Avenue in London, you’ll find the Supermarket of Dreams.

And no, that’s not me getting carried away with hyperbole, that’s actually what the shop is called – a large purple neon sign proclaims it above the entrance.

Unlike a regular supermarket, where everything is ordered in neat aisles, items here are packed into one small-ish room with no real sense of order. You’ll find Tiramisu beside cheeses and courgettes next to cakes.

It’s quite possibly the most interesting (and overwhelming) grocery store I’ve set foot in, and I’m not sure grocery shopping will ever be the same.

Here’s everything you need to know…

What’s so great about it?

The real selling point for me was seeing so many products from iconic London foodie spots all housed together under one roof. 

To the left of the entrance, you’ll find a bar where you can get Allpress Espresso coffee, Lalani & Co matcha, or a glass of wine from a selection picked by the team at Noble Rot. 

Straight ahead is a counter covered in almond croissants from Ottolenghi, doughnuts from the St. JOHN Bakery, giant loaves of Karma Bread’s challah and bagels from Brick Lane, as well as stacks of the best-looking veg you’ve ever seen.

Then there are the fridges and freezers, filled with salmon and steaks from the Notting Hill Fish Meat Shop, packs of Jones’ Crumpets (AKA the dreamiest crumpets I’ve ever tasted in my life), salads, cheeses, desserts, drinks, and frozen pizzas from John’s of Dalston.

Oh, and did I mention there’s a literal restaurant in the back?

Currently, Robin’s Ramen is doing a residency at the back, with lunch served from 12pm to 3pm, and dinner from 6pm to 11pm.

The spot also hosts a very exclusive dining experience known as Tuna Fight Club, where giant pieces of tuna are cut from the fish and served in front of you. But tickets are like gold dust, good luck getting hold of one.

‘The most f***ing ridiculous version of Tesco Express’

Now, I’ve got to state for the record that Supermarket of Dreams isn’t a new opening; it’s just new to me.

The store, which has been described as ‘the A-list’s corner shop’ and ‘London’s bougiest supermarket’, actually opened in the summer of 2020.

It’s the brainchild of entrepreneur and restaurateur Chris D’Sylva, who also created Dorian and Eel Sushi Bar (both in Notting Hill) and revamped The Notting Hill Fish Shop, transforming it into The Notting Hill Fish and Meat Shop. 

The initial idea was to create ‘the most f***ing ridiculous version of Tesco Express possible,’ Chris previously told The Times.

He wanted it to be ‘really tongue-in-cheek, really ironic and really east London’, a place that wouldn’t make local butchers and stores feel threatened.

And honestly? I think he’s nailed the brief.

You might spot David Beckham doing his weekly shop…

The biggest difference between this shop and a Tesco Express? The prices. 

Think £5 for a cookie, £12 frozen pizzas, and cheeses for as much as £13 a wedge. 

Being branded ‘expensive’ is something Chris has admitted he’s quite ‘sensitive’ about, especially as the store is offering ‘restaurant-quality produce’.

But he needn’t worry too much, as it clearly hasn’t put people off visiting, especially amid the rise of grocery store tourism in 2026.

And honestly, it’s also not that surprising that prices would be higher than your average supermarket, given the shop is located in the extremely affluent Holland Park area, home to Millionaires’ Row.

You’re also not buying cheap, own-brand supermarket fare; you’re getting the cream of the crop.

If that weren’t already obvious, just know the likes of Hugh Jackman and the Beckhams shop there. David is apparently known to pop in on Fridays, in case you were planning to visit.

Can I afford to do a weekly shop in the Supermarket of Dreams? Absolutely not. But I’m also not sure that’s really the point.

It’s so much more than just a place to go and grab groceries; it’s an experience, one I’d gladly go out of my way to enjoy.

For me, this really is a dream shop – an Aladdin’s cave of foodie wonders from some of the best chefs the city has to offer.

And what makes it even better is that I can take my spoils away to enjoy at home if I choose, or take a seat at one of the tables outside to tuck in and people watch, with a tipple or two.

This place is super fun, incredibly modern, and unlike any other supermarket I’ve ever been in. I’m not sure I’ll ever be able to look at a Tesco Express in quite the same way…

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