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Details for Case Reference: LICPR/25/360032

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Property Details
Case Reference Number: LICPR/25/360032
Trading Name and Address: Bluebird Chelsea
350 King's Road, LONDON, SW3 5UU
Ward: Stanley
Conservation Area: Chelsea Park/Carlyle
Designated Premises Supervisor: Mr Davide Santi
Licensee Details
Licensee:

The Bluebird Store Limited
16 Kirby Street
London
EC1N 8TS

Licence Details
Licence Type: Premises Licence
Licence Number: 25/360032/2
First Licence Date: 12/06/2025
Latest Start Date: 27/05/2026
Expiry Date:
Licence Terminated:
Reason:
Licensable Activities and Conditions
Granted Licensable Activities Performance of live music - Indoors
Except Ground Floor Function Room and Courtyard
From the end of permitted hours on New Year's Eve to the start of permitted hours New Year's day.
Monday 10:00 to 24:00
Tuesday 10:00 to 24:00
Wednesday 10:00 to 24:00
Thursday 10:00 to 24:00
Friday 10:00 to 01:00
Saturday 10:00 to 01:00
Sunday 12:00 to 23:30

Performance of live music - Indoors
Ground Floor Function Room
From the end of permitted hours on New Year's Eve to the start of permitted hours on New Year's day.
Monday 10:00 to 22:00
Tuesday 10:00 to 22:00
Wednesday 10:00 to 22:00
Thursday 10:00 to 22:00
Friday 10:00 to 22:00
Saturday 10:00 to 22:00
Sunday 12:00 to 22:00

Playing of recorded music - Indoors
Except Ground Floor Function Room and Courtyard
From the end of permitted hours on New Year's Eve to the start of permitted hours on New Year's Day.
Monday 10:00 to 24:00
Tuesday 10:00 to 24:00
Wednesday 10:00 to 24:00
Thursday 10:00 to 24:00
Friday 10:00 to 01:00
Saturday 10:00 to 01:00
Sunday 12:00 to 23:30

Playing of recorded music - Indoors
Ground Floor Function Room
Monday 10:00 to 22:00
Tuesday 10:00 to 22:00
Wednesday 10:00 to 22:00
Thursday 10:00 to 22:00
Friday 10:00 to 22:00
Saturday 10:00 to 22:00
Sunday 12:00 to 22:00

Entertainment similar to music or dance - Indoors
Except Ground Floor Function Room and Courtyard
From the end of permitted hours on New Year's Eve to the start of permitted hours on New Year's Day.
Monday 10:00 to 24:00
Tuesday 10:00 to 24:00
Wednesday 10:00 to 24:00
Thursday 10:00 to 24:00
Friday 10:00 to 01:00
Saturday 10:00 to 01:00
Sunday 12:00 to 23:30

Entertainment similar to music or dance - Indoors
Ground Floor Function Room
From the end of permitted hours on New Year's Eve to the start of permitted hours on New Year's Day.
Monday 10:00 to 22:00
Tuesday 10:00 to 22:00
Wednesday 10:00 to 22:00
Thursday 10:00 to 22:00
Friday 10:00 to 22:00
Saturday 10:00 to 22:00
Sunday 12:00 to 22:00

Provision of late night refreshments - Indoors
Ground Floor CafΘ & Bar
From the end of permitted hours on New Year's Eve to the start of permitted hours on New Year's Day.
Monday 23:00 to 23:30
Tuesday 23:00 to 23:30
Wednesday 23:00 to 23:30
Thursday 23:00 to 23:30
Friday 23:00 to 23:30
Saturday 23:00 to 23:30
Sunday 23:00 to 23:30

Provision of late night refreshments - Indoors
Salon Prive
From the end of permitted hours on New Year's Eve to the start of permitted hours on New Year's Day.
Monday 23:00 to 00:30
Tuesday 23:00 to 00:30
Wednesday 23:00 to 00:30
Thursday 23:00 to 00:30
Friday 23:00 to 00:30
Saturday 23:00 to 00:30
Sunday 23:00 to 24:00

Provision of late night refreshments - Indoors
1st Floor Restaurant
From the end of permitted hours on New Year's Eve to the start of permitted hours on New Year's Day.
Monday 23:00 to 00:30
Tuesday 23:00 to 00:30
Wednesday 23:00 to 00:30
Thursday 23:00 to 00:30
Friday 23:00 to 01:30
Saturday 23:00 to 01:30
Sunday 23:00 to 24:00

Sale by retail of alcohol - On and Off the Premises
Ground Floor CafΘ / Bar / Courtyard
From the end of permitted hours on New Year's Eve to the start of permitted hours on New Year's Day (except the Courtyard)
Monday 10:00 to 23:00
Tuesday 10:00 to 23:00
Wednesday 10:00 to 23:00
Thursday 10:00 to 23:00
Friday 10:00 to 23:00
Saturday 10:00 to 23:00
Sunday 12:00 to 22:30

Sale by retail of alcohol - On and Off the Premises
Salon Prive
From the end of permitted hours on New Year's Eve to the start of permitted hours on New Year's Day.
Monday 10:00 to 24:00
Tuesday 10:00 to 24:00
Wednesday 10:00 to 24:00
Thursday 10:00 to 24:00
Friday 10:00 to 24:00
Saturday 10:00 to 24:00
Sunday 12:00 to 23:30

Sale by retail of alcohol - On and Off the Premises
1st Floor Restaurant
From the end of permitted hours on New Year's Eve to the start of permitted hours on New Year's Day.
Monday 10:00 to 24:00
Tuesday 10:00 to 24:00
Wednesday 10:00 to 24:00
Thursday 10:00 to 24:00
Friday 10:00 to 01:00
Saturday 10:00 to 01:00
Sunday 12:00 to 23:30

Sale by retail of alcohol - On and Off the Premises
Ground Floor Function Room
From the end of permitted hours on New Year's Eve to the start of permitted hours on New Year's Day.
Monday 10:00 to 22:00
Tuesday 10:00 to 22:00
Wednesday 10:00 to 22:00
Thursday 10:00 to 22:00
Friday 10:00 to 22:00
Saturday 10:00 to 22:00
Sunday 12:00 to 22:00

Conditions 01 (1) The responsible person must ensure that staff on relevant premises do not carry out, arrange or participate in any irresponsible promotions in relation to the premises.

(2) In this paragraph, an irresponsible promotion means any one or more of the following activities, or substantially similar activities, carried on for the purpose of encouraging the sale or supply of alcohol for consumption on the premises-

(a) games or other activities which require or encourage, or are designed to require or encourage, individuals to-
(i) drink a quantity of alcohol within a time limit (other than to drink alcohol sold or supplied on the premises before the cessation of the period in which the responsible person is authorised to sell or supply alcohol), or
(ii) drink as much alcohol as possible (whether within a time limit or otherwise);

(b) provision of unlimited or unspecified quantities of alcohol free or for a fixed or discounted fee to the public or to a group defined by a particular characteristic in a manner which carries a significant risk of undermining a licensing objective;

(c) provision of free or discounted alcohol or any other thing as a prize to encourage or reward the purchase and consumption of alcohol over a period of 24 hours or less in a manner which carries a significant risk of undermining a licensing objective;

(d) selling or supplying alcohol in association with promotional posters or flyers on, or in the vicinity of, the premises which can reasonably be considered to condone, encourage or glamorise anti-social behaviour or to refer to the effects of drunkenness in any favourable manner;

(e) dispensing alcohol directly by one person into the mouth of another (other than where that other person is unable to drink without assistance by reason of disability).

02 The responsible person must ensure that free potable water is provided on request to customers where it is reasonably available.


03 (1) The premises licence holder or club premises certificate holder must ensure that an age verification policy is adopted in respect of the premises in relation to the sale or supply of alcohol.

(2) The designated premises supervisor in relation to the premises licence must ensure that the supply of alcohol at the premises is carried on in accordance with the age verification policy.

(3) Subject to sub-paragraph (4) the policy must require individuals who appear to the responsible person to be under 18 years of age (or such older age as may be specified in the policy) to produce on request, before being served alcohol, identification bearing their photograph, date of birth and either-

(a) a holographic mark, or

(b) an ultraviolet feature

4) The age verification policy may make provision permitting a responsible person to accept identification in digital form ('relevant ID') instead of identification of a type described in sub-paragraph (3).

(5) Where provision envisaged by sub-paragraph (4) is included in the policy, the policy must make provision dealing with the circumstance described in paragraph (6).

(6) The circumstance in this sub-paragraph arises where-

(a)the responsible person has reason to believe that a person ('P') who seeks to be supplied with alcohol from a place to which the age verification policy applies has not attained the age of 18, or such greater age as the age verification policy may prescribe ('the relevant age'); and

(b)P has indicated their wish to use the relevant ID.

(7) When the circumstance in paragraph (6) arises, the policy must state-

(a)that P is obliged, upon the request of the responsible person, to make available to the responsible person the means by which their relevant ID may be verified; but

(b)that the responsible person may only accept P's relevant ID where the condition in sub-paragraph (8) applies.

(8) The condition in this sub-paragraph is that the responsible person is covered by an agreement with a DVSP ('the relevant DVSP') for the provision of digital verification services where-

(a)the relevant DVSP has agreed that it will confirm, in the course of providing its services to the responsible person, whether or not P has attained the relevant age;

(b)the relevant DVSP has agreed that it will deliver identification to the responsible person that reaches at least a medium level of confidence;

(c)that level of confidence has been verified by a DVSP, whether that DVSP is the relevant DVSP or another; and

(d)the relevant DVSP is registered as a provider of those services in accordance with Version 0.4 or Version 1.0 of the DVS trust framework.

(9) In this paragraph-

(a)'DVSP' means a person who provides digital verification services, and is included in the register maintained by the Secretary of State under section 32 (DVS register) of the Data (Use and Access) Act 2025 ('the 2025 Act');

(b)'DVS trust framework' is to be construed in accordance with section 28 (DVS trust framework) of the 2025 Act;

(c)'medium level of confidence', in respect of identification described in sub-paragraph (8)(b), is to be construed in accordance with-

(i)Version 0.4 of the DVS trust framework, in the case that the relevant DVSP, or as the case may be, another DVSP provides the service described in sub-paragraph (8)(c), and is registered as a provider of that service, in the DVS register, in accordance with Version 0.4 of the DVS trust framework;

(ii)Version 1.0 of the DVS trust framework, in the case that the relevant DVSP, or as the case may be, another DVSP provides the service described in sub-paragraph (8)(c), and is registered as a provider of that service, in the DVS register, in accordance with Version 1.0 of the DVS trust framework.

(10) For the purposes of sub-paragraph (6) 'supplied' is to be construed in accordance with section 14 of the Licensing Act 2003.

(11) Nothing in sub-paragraphs (4) to (10) prevents the supply of alcohol to a person based upon identification of a type described in sub-paragraph (3).

04 The responsible person must ensure that-

(a) where any of the following alcoholic drinks is sold or supplied for consumption on the premises (other than alcoholic drinks sold or supplied having been made up in advance ready for sale or supply in a securely closed container) it is available to customers in the following measures-
(i) beer or cider: ╜ pint;
(ii) gin, rum, vodka or whisky: 25 ml or 35 ml; and
(iii) still wine in a glass: 125 ml;

(b) these measures are displayed in a menu, price list or other printed material which is available to customers on the premises; and

(c) where a customer does not in relation to a sale of alcohol specify the quantity of alcohol to be sold, the customer is made aware that these measures are available.

05 1. A relevant person shall ensure that no alcohol is sold or supplied for consumption on or off the premises for a price which is less than the permitted price.

2. For the purposes of the condition set out in paragraph 1-
(a) 'duty' is to be construed in accordance with the Alcoholic Liquor Duties Act 1979;

(b) 'permitted price' is the price found by applying the formula-
P = D + (DxV)
where-
(i) P is the permitted price,
(ii) D is the amount of duty chargeable in relation to the alcohol as if the duty were charged on the date of the sale or supply of the alcohol, and
(iii) V is the rate of value added tax chargeable in relation to the alcohol as if the value added tax were charged on the date of the sale or supply of the alcohol;

(c) 'relevant person' means, in relation to premises in respect of which there is in force a premises licence-
(i) the holder of the premises licence,
(ii) the designated premises supervisor (if any) in respect of such a licence, or
(iii) the personal licence holder who makes or authorises a supply of alcohol under such a licence;

(d) 'relevant person' means, in relation to premises in respect of which there is in force a club premises certificate, any member or officer of the club present on the premises in a capacity which enables the member or officer to prevent the supply in question; and

(e) 'value added tax' means value added tax charged in accordance with the Value Added Tax Act 1994.

3. Where the permitted price given by Paragraph (b) of paragraph 2 would (apart from this paragraph) not be a whole number of pennies, the price given by that sub-paragraph shall be taken to be the price actually given by that sub-paragraph rounded up to the nearest penny.

4. (1) Sub-paragraph (2) applies where the permitted price given by Paragraph (b) of paragraph 2 on a day ('the first day') would be different from the permitted price on the next day ('the second day') as a result of a change to the rate of duty or value added tax.
(2) The permitted price which would apply on the first day applies to sales or supplies of alcohol which take place before the expiry of the period of 14 days beginning on the second day.

06 (1) No supply of alcohol may be made under the premises licence-
(a) at a time when there is no designated premises supervisor in respect of the premises licence, or
(b) at a time when the designated premises supervisor does not hold a personal licence or his personal licence is suspended.

(2) Every supply of alcohol under the premises licence must be made or authorised by a person who holds a personal licence.

07 There shall be CCTV in operation at the Premises and;
a) a member of staff who has been nominated in writing and who is conversant with the operation of the CCTV system shall be on the Premises at all times when the Premises are open to the public.
b) if the Premises are not open, and subject to the tests set out by virtue of the Data Protection Act, within 24 hours of a request for access to the CCTV system from either the Police or Licensing Authority, a staff member must be able to show a Police, HMRC or authorised council officer recent data or footage with the absolute minimum of delay when requested.
c) all recordings shall be stored for a minimum period of 31 days with date and time stamping.
d) recordings shall be made available immediately upon the request of a Police or Licensing officer throughout the preceding 31-day period.
e) the CCTV system shall be maintained according to the current Home Office specification for premises of this type.
f) should the equipment become faulty then the Metropolitan Police will be notified by e-mail and all reasonable efforts made to have any fault rectified within 24 hours.


08 Appropriate signage shall be displayed, in a prominent position, informing customers they are being recorded on CCTV.

09 All staff responsible for selling alcohol shall receive training in the Licensing Act 2003 in terms of the licensing objectives, offences committed under the Act, the age verification policy, and the conditions of the Premises Licence within 2 months of being employed. Thereafter, such staff shall receive refresher training in the Licensing Act 2003 at intervals of no more than 12 months.

10 Signed and dated records (or an electronic log) shall be kept of all staff training which shall be kept at the Premises detailing the name of each member of staff trained and the date the training was provided by the training provider. Such records shall be kept available for inspection at the Premises at all times the Premises are open by the Police and authorised officers of the Licensing Authority for a period of at least one calendar year from the last date of entry.

11 A daily incident log shall be kept at the Premises for a period of at least 12 months from the date of last entry and made available immediately upon request to an authorised officer of the Council or the Police. The log will record the following
a) all crimes reported to the venue
b) all ejections of patrons
c) any complaints received
d) any incidents of disorder
e) any faults in the CCTV repaired within 24hrs
f) any refusal of the sale of alcohol
g) any visit by a relevant authority or emergency service.
h) any lost property found or handed to staff at the premises.
i) any other relevant incidents relevant to the Licensing Objectives

12 A record of complaints shall be maintained on the Premises to record details of any complaints received. The information to be recorded shall include the date and time of complaint and subsequent remedial action undertaken and (where disclosed) the complainant's name and location.

13 The incident log and record of complaints shall be kept for 12 months from the date of the last record made and shall be available for inspection on demand by the police or an authorised officer of the Licensing Authority at all times the Premises are open.

14 A 'Challenge 25' age verification policy shall be operated at the Premises during the permitted hours for the sale of alcohol, and staff shall be trained in respect of the policy. Staff shall ask for proof of age from anyone they suspect of being younger than 25 years of age. The only acceptable forms of identification shall be a photo style driving licence, a passport, a photo identification card bearing the PASS logo in a hologram format, military ID, recognised national photographic identity cards from member countries of the European Union and any digital ID approved by the Government.

15 A notice shall be clearly displayed on the Premises showing that a Challenge 25 Policy is operated at the Premises.

16 The Premises Licence Holder shall ensure that clearly legible notices shall be displayed at all exits from the Premises requesting patrons to respect the needs of local residents and to leave the Premises and area quietly.

17 A dedicated telephone number and email address for the Designated Premises Supervisor or the duty manager shall be displayed outside the Premises so that they are visible from the highway and maintained for use by any person who may wish to make a complaint during the operation of the licence, and which shall be provided to the Licensing Authority and local residents' associations. Any change to the number or email address shall be notified to the Licensing Authority and to local residents' associations within 7 days of the change.

18 The Premises Licence Holder/Designated Premises Supervisor shall organise and accommodate meetings at least 2 times per calendar year (and at least 5 months apart) to discuss the operation of the Premises with the local ward councillors and the local residents' associations (unless it is previously agreed in writing by the local ward councillors and local residents' associations that a meeting is not necessary in any given period). The details of the proposed meeting shall be clearly displayed on a window or door visible to people outside the Premises and the Premises Licence Holder/Designated Premises Supervisor shall directly notify local ward councillors and local residents' associations of the meeting date at least 2 weeks before the meeting. The Premises Licence Holder/Designated Premises Supervisor shall take the minutes of meetings which shall be circulated to all attendees and to the Licensing Authority and copies shall be readily available at the Premises upon request.

19 Substantial food and non-alcoholic beverages, including drinking water, shall be available to customers throughout the permitted hours for the sale of alcohol.

20 All sales of alcohol for consumption off the Premises shall be in sealed containers only and shall not be consumed on the Premises.

21 No music or amplified sound shall be generated within the Premises so as to give rise to nuisance within neighbouring dwellings.

22 All recorded music generated in the ground floor function room shall be relayed through a sound limiting device which must be linked to a graphic equalizer and set at a level which will not give rise to nuisance to neighbouring residents. The limiter unit shall not be overridden or interfered with at any time.

23 The sale of alcohol dispensed from the external bar in the external courtyard shall be by waiter or waitress service only.

24 Subject to condition 25 the external courtyard area shall be closed from 23:00 and all customers shall have left the external courtyard area by that time.

25 A maximum of 25 customers at any one time will be permitted in the external courtyard area to smoke/make a phone call after 23:00 and a member of staff will monitor them at regular intervals.

26 To promote the Licensing objective of the prevention of public nuisance, the premises licence holder shall ensure that any patrons drinking and/or smoking within the courtyard do so in an orderly manner and are properly monitored.

27 All windows shall be kept closed at all times and after 23:00 the doors to the ground floor cafΘ shall be kept closed (except for access and egress). If regulated entertainment is taking place in the ground floor cafΘ, then the doors shall be kept closed (except for access and egress) during the entertainment period.

28 Rubbish including bottles or cans shall not be deposited outside the Premises between 23:00 and 08:00 the following day.

29 Save for the external courtyard area, consumption of alcohol on the Premises shall cease, and the Premises shall close to patrons and all patrons shall be off the Premises, no later than 30 mins after the end of the permitted hours for the retail sale of alcohol. {For the avoidance of doubt, the sale of alcohol in the external courtyard area terminates at 23:00 (Mondays to Saturdays) and 22:30 (Sundays) and the customers shall have left the external forecourt area by 23:00 (Mondays to Saturdays) and 22:30 (Sundays)}

30 No licensable activities shall take place in the external courtyard after 23:00.

31 No licensable activities shall take place in the basement floor of the Premises.

32 The Premises shall operate a dispersal policy which shall be regularly reviewed and available on the Premises for inspection and all staff shall be trained in its implementation.

33 Refuse collections shall not take place between 23:00 and 08:00 the following day.

34 Deliveries to the Premises shall not take place between 23:00 and 07:00 the following day.

35 This Premises Licence shall have no effect until such time as the existing licence for 350 King's Road (Premises Licence number LICPR/05/912044) lapses or has been surrendered or is incapable of being resurrected.

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