Hedonist becomes Esquire in Perm
The Perm restaurant formerly known as Hedonist officially changed its name to Esquire, introduced at a closed party on February 3.
Apr 26, 2026 0
The rebranding of the restaurant was celebrated cheerfully at a closed party.
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There is no longer a «Hedonist» restaurant in Perm: it has officially changed its name. Regular guests were formally introduced to the new name — «Esquire» — on February 3 at a closed party. We tell and show how it went.
The new name of the restaurant was displayed on ice cubes at the party.
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The restaurant announced the abandonment of its old name on social media back in summer 2025. Owner and chef Alexander Yezhov explained that it «officially went into other hands.» More precisely, other people registered the rights to the name. At first, the Perm establishment continued to operate as Alexander Yezhov«s restaurant, but this was a transitional arrangement. Since the beginning of February, the restaurant has carried the new name — »Esquire«.
In the UK and USA, «esquire» is used for certain officials, lawyers, and magistrates. This apparently determined the dress code for the rebranding party: guests were asked to dress in office-business style.
The boldest among the invitees that evening also took part in a contest for the best office outfit.
Perm residents not only enjoyed treats at the buffet but also cooked themselves. Of course, not everyone, only participants of another contest — a culinary one.
The symbolic dish of the evening was a jelly with the inscription «Hedonist», which everyone could enjoy. The dish shrank, «melted», and with it — the old name.
A bright final note of the new name presentation was a concert by the band SpLit with star of the Theatre-Theatre Marat Mudarisov.
Earlier we reported which Perm restaurants made it to the finals of the prestigious Russian Hospitality Awards.
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