iMiirage, touted as the world’s first ambience dining restaurant (according to their website iMiirage.com), has closed on the 31st March 2017. Whether it is closed for good or is just merely relocating, as they claim on their website, is not clear. One would have thought that if they are relocating, they should be able to provide more details on where they are moving to. Like Marianis, they gave notice to their patrons where they were relocating to before they closed the one at De Garden. And there were rumours where they were relocating to too even before they put up the notice. Because as a business you want continuity, to keep your existing customers, and the staff who are working for you too. Otherwise you’ll essentially be starting your business from scratch, almost, all over again.
Anyway it’s not my business and the owner, apparently same owner as the “mighty” Nam Heong, might have other ideas, for example to cut the loss first whilst finding a more suitable location for the business. Or he might be more keen to just end the business, hence not really thinking much about its subsequent reincarnation. It does seem to me that the latter is more likelier the case.
It is a shame, really. The restaurant was opened with great fanfare about a year and a half ago. It does provide a fairly unique dining experience, with fancy scenery like underwater, skyline of Hong Kong etc. Perhaps Ipoh is too small a market for such fine dining experience. And it’s expensive, by Ipoh standard. Whether their food is up to standard is debatable, perhaps not consistent or good enough for people to want to pay top dollar dining there. Last but not least, the location. I’ve written a piece on Nam Heong, where iMiirage was located. The location of that SOHO area is a complete non-starter for retail business in my opinion. It’s very inconvenient to get to, much worse than De Garden. And now that there are more shop lots built there, finding parking space will be a big issue. Lack of planning is so common in Malaysia. Or maybe it was deliberate for SOHO’s case, as developers are mostly only interested in maximing their profit. Building a multi-storey car park costs money. Anyway I think the location is still the killer.
Okay we shall see if iMiirage will be resurrected somewhere else. If you know any news about it I’ll be interested to know.