Channel Cover Interview: Josh Emett and Madam Woo
MADAM WHO? Food and fun. On a base level, that’s what it’s all about. Add energy, empathy, artful decor, and a celebrity Masterchef, and there’s big potential for something more than a little bit special. The news that Josh Emett will be bringing his Madam Woo restaurant to the Shore this month has us all a little bit excited. Heather Vermeer met the hospitality heavyweight who, with his latest offering, looks set to snare diners on this side of the bridge, and from the other side… It depends who you’re with, of course, and why you’re there, but for whatever reason you choose to visit the soon-to-be-brought-to-life Madam Woo restaurant in Takapuna, Josh Emett is determined that it will be an occasion that delivers what it’s meant to. He’s passionate that the staff he personally trains will measure moments wisely to connect with the clientele. Think of it as mindfulness meets Malaysian meals. “That’s what makes all the difference!” He ignites like a gas flame lit instantly on full. “Every single person will be there in that restaurant for a different reason; whether they are celebrating a family occasion, having a business meeting, are on a date, breaking up, whatever! We have got to be able to read people and treat them accordingly.” As he approaches Takapuna Beach boat ramp for our cover shoot, his smile shines out of the window he lowers in his black BMW 4 Series and I wish I’d worn sunnies. Cloud has broken on an otherwise deluged day and a faint haze of gold even breaks through the grey, like his full beam grin from the dark car. “The sun shines on the righteous,” I say. He is accommodating and thoroughly charming, and strikes an impressive pose on the beachfront. Cover photo job job done, with ease, he offers to show us the Madam Woo ‘building site’ and get some indoor shots. And building site it is. A group of tradies are tucking into morning tea from a trestle
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table atop a muddy, concrete floor. Josh is very excited about the muddy concrete floor. “It’s bloody brilliant to walk in and the floor’s in! This is a real turning point!” So why Takapuna? “Well isn’t it obvious!” He smiles broadly as he raises his arms in complimentary fashion. “We narrowed it down to a few sites in three areas of Auckland - Takapuna and two others. Takapuna was always well and truly in there; a mate of mine who I originally met in New York, and is a Shore boy, sold the idea of Takapuna to me back in 2009 when he was working through ideas for The Deaprtment Store with Karen Walker and Stephen Marr. In Auckland, this opportunity came up first for us, which I’m glad about. I think it’s quite nice to start it (Madam Woo) up here, on this side of Auckland. “I really like Takapuna. I think it’s one of the best beaches in Auckland. When Helen and I were looking at where to buy a place in Auckland, Takapuna was one of the options for us. Takapuna's a great spot, it really is. I can’t see anything but positives over here.” They eventually chose a beachside home in Kohimarama. Queenstown is where he spends the majority of his time outside of Auckland, with Madam Woo and his other hit restaurant Rata being based there. Madam Woo has been wowing guests in Queenstown since 2013, and Josh has been repeatedly asked about a sister restaurant up here. “I’ve had so many people come up to me - in the supermarket, in the street - asking if I was going to bring Madam Woo to Auckland. It’s exciting to now be doing that. This is a good place to bring it to.” And who is this Madam Woo? “Madam Woo is an idea that Fleur (Caulton, his business partner) and I had. We wanted to do a different project that we could potentially create more than one of. And that’s what it’s turned into. Madam Woo is fun, vibrant and with lots of energy!” But who actually is she? He laughs before explaining. “We (he and Fleur) played around with names that were interesting and a little bit funky. "There’s a bit of mystique about Madam Woo. She evokes a little intrigue;