Michelin-starred chef Angela Hartnett and event catering company Smart Hospitality (SH) launched a collaboration - Smart by Angela - at Whitechapel Gallery last night (Wednesday).

The new venture came about thanks to SH’s relationship with Hartnett at the gallery’s restaurant. Smart by Angela plans to offer a new range of specially designed menus and service concepts. SH and Hartnett were also in charge of catering at the Olympic Hospitality Centre during the 17 days of the Games.

Greg Lawson, SH’s chief executive officer, said: “Since January 2011 we have worked with Angela on various catering projects, so today is the formulation of 18 months of work. We have a fabulous new business partner, able to cater to one-off private and corporate parties as well as to long-term contracts.”

Hartnett, who runs London’s Murano restaurant and has worked with Gordon Ramsay, commented: “I do not like to put my name to something and not do the work. Maybe it’s my Catholic guilt. I will manage and spec all Smart by Angela events, and if I cannot be there in person, that will be immediately relayed to the client.”

Robin Bidgood, SH’s managing director, added: “This gives us something that makes us different, a combination of the discipline from Angela married to the consistent and sustainable deliver from Smart Hospitality – that is, both back-of-house and front-of-house skills. We also own a lot of equipment and kit, which also makes us very competitive for clients.”

The announcement was followed by a party for public relations company Davies Tanner, which was attended by 150 events professionals and media.

Pictured: Angela Hartnett