The Zetland Arms, one of Greene King’s cherished heritage pubs nestled in Kensington, London, unveiled its stunning transformation in October last year, marking a new chapter for this historic establishment. Six months later, the project – led by Harrison, a strategic global branding, interior design and architecture specialist – is today a space which authentically celebrates its rich history while meeting the needs of today’s customers.
First opened in 1845, the Zetland Arms is one of the longest-surviving buildings in the area, standing the test of time through Kensington’s transformation from leafy garden nurseries to a vibrant cosmopolitan hub. Once welcoming architects, builders, gardeners, and traders, these origins have formed the foundations for and inspired Harrison’s design and storytelling narrative. A story now authentically woven throughout the space.
Claire Siderfin, Creative Director of Branding at Harrison comments: “Good storytelling should begin with peeling back the layers of a building and local area to understand and uncover the hidden secrets and stories which can be brought back to life. It can be quite an emotional experience, trying to put yourself into the mindset of people from the past. Working with Greene King, they have an incredible team to support on this. At the same time, it’s important not to get too lost in the story and ensure at the same time we have empathy for customers and communities of today.
“From there, we can create beautifully rich and layered designs which bring authentic and locally relevant stories to life. It’s about taking – in this case especially – centuries of history and weaving it into one cohesive identity. It’s so much more than just designing a beautiful space; we’re weaving a wealth of stories into an experience to be discovered and rediscovered each time guests visit.”
The main bar depicts the area’s rural-to-urban transformation; commissioned illustrations adorn the walls, while reclaimed timber and botanical fixtures reference the area’s horticultural past. The ‘Builders’ Corner’ showcases exposed brick and repurposed construction materials, the ‘Gardeners’ Retreat’ features botanical prints and native flora wallpaper, while the ‘Carriage House’ dining area incorporates vintage travel elements and reimagined carriage wheels as striking ceiling installations.
Material authenticity enhances the experience – reclaimed oak, burnished brass, hand-glazed tiles, and heritage fabrics reflect Victorian origins, with strategic lighting creating daytime brightness and evening intimacy.
Jackie Mingo, Associate Director and Team Manager at Harrison further added: “Greene King are really dedicated to preserving the character of their pubs. Wherever possible, this includes reusing or restoring original features and having a respect for the architecture of the time. We were incredibly fortunate the Zetland Arms still had a wealth of original features we could preserve and weave through the design, for example the exquisite stained timber panelling adorning several walls, the meticulously crafted panelled timber bar front, and the stunning etched mirror panels which are believed to be part of the pub’s original Victorian interior. These authentic elements provide a tangible connection to the pub’s rich past and served as anchoring points for our design narrative.
Looking to restore a true focal point, Harrison captured the essence of a 19th century pub with the resurrection of the main bar, conscientiously restoring the bulkhead which perfectly mirrors the sweeping curve of the bar. Where new elements were needed, these have either been exactly commissioned or carefully sourced bespoke for the pub to ensure they perfectly reflect the character. Every small detail is the best it can be and is there for a reason.
A spokesperson from Greene King said: “Finding stories to tell from the Zetland Arms wasn’t the problem. When we began the journey, we found there a wealth of different paths we could follow. Instead, the challenge was how do you take all the layers which were uncovered, condense them down, and create a cohesive thread across the different rooms, nooks and spaces. The passion and dedication from the Harrison team to find the right stories to tell and ensure we were preserving the character of the Zetland Arms has been unrivalled. Our partnership with them has been a genuine pleasure.
“The feedback from customers over the past six months speaks volumes. They have a community pub which they can be proud of, and which reflects them and history of the local area. Passion and authenticity shines through, and we look forward to finding out where the next refurbishment journey takes us.”
As The Zetland Arms enters this new chapter, it stands as a testament to Harrison’s commitment to authentic storytelling and Greene King’s dedication to preserving British pub heritage. The refurbished space not only caters to the needs of today’s pub-goers but also serves as a living showcase of Kensington’s rich history, ensuring that these stories continue to be shared for generations to come.
