When Classified launched in 2006, its founders wanted to create a new dining concept in Hong Kong. Rather than open Classified in a character-free mall, the intention was to revive street-level interaction and neighbourhood sociability. Opening on Hollywood Road in Sheung Wan, many questioned whether a European-styled café could survive in a traditional Chinese area. But Hong Kongers showed they had an appetite for homemade artisanal food. Locals embraced the authentic style, contemporary design and wide selection of boutique wines, gourmet coffees, specialty cheeses and handmade breads. Serious about cheese, Classified broke new ground providing a walk-in cheese room, allowing locals to make their selections from within a temperature-controlled environment.