To paraphrase the old Hi-NRG track, so many bars, so little time; that’s why I’m just getting around to Profile, the Soho haunt that quit its original site - now Pendulum - in summer for what was previously Italian restaurant Spiga. House muzak of the type that impels disco dollies to rip their shirts off blares out but Profile's barmen - pumped up to Tom of Finland proportions in accordance with some EU diktat that all gay men spend 53% of their life at the gym and that 42% of their body surface be surrendered to cyan ink tattoos - contrive not to shed theirs. The room - a glossy Stingray-style vision in jet and shades of lemon meringue pie boasts an oval bar, swivel stools and squishy booths. It looks ace and £6.50 cocktails, lad lagers and American diner nosh - with egg white omelette for mincey queens - are on target. So why, on a Thursday evening, when other bars are rammed, are there just fifteen punters? According to sweet bar manager, it jumps at weekends when downstairs dance bar Lo-Profile operates, but mid-week, ‘gay men don’t need to go out pulling anymore.’ The irony of his observation is that Profile is owned by cruising website, Gaydar. A victim of its own success? Muscle in for mojitos and stop online trawling-for-trade killing it at London’s sexiest boybar.
Profile, 84-86 Wardour Street London W1 7734 3444
