A botanicals-based, literary theme bar reinventing hospitality for those who enjoy
blending reality with and some low-key immersive theatre.
Newman Street, Fitzrovia, London W1T
To create a witty botanicals-based destination bar in the heart of London based on the 19th Century Jules Verne adventure novel Around the World in Eighty Days, that would be as appealing to local cocktail enthusiasts as experience-hungry tourists, as well as underscoring a more serious message regarding eco-ethical living.
Rooted in the idea of ‘lived storytelling’ our design focused on the novel’s core themes of invention, discovery and exotic nature and began with the revival of a two-storey, which had lain dormant for two years, into a full Victorian townhouse. We developed a gin parlour; a VIP conservatory room; and a spiral staircase, inspired by the Royal Botanic Gardens at Kew, which descends to the ground floor amid a jungle-like throng of outsized plants. On the ground floor, more lush plant life, aptly pooled from all over the globe, are choreographed around a central seating booth; walls are lined with cloches of taxidermy; and consulate-style café tables come topped with a bespoke herringbone marble inlay.
Other key design details include wallpaper by Arts & Crafts pioneer William Morris, bespoke upholstery, reworked vintage portraiture and lounge chairs with individualised limbs, all commissioned by British artisans. Emphasising its theatricality via sensorial cues, a bathroom voiceover recounts an epic expedition while bespoke floral aromas envelop both floors.