Berry Bros. & Rudd store- London

Alissa Ugolini—homify UK Alissa Ugolini—homify UK
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Today on homify, we have a very special project on show. The name Berry Brothers & Rudd, is synonymous with fine wine and spirits, and if you are a London local, or familiar with the city, you should be aware of this time honoured institution of wine merchants. Founded in 1698, it has been in the same flagship location on St. James Street since the day it opened, and has served a myriad of celebrities and royals. This prestige includes supplying the United Kingdom royal family since the reign of King George III. Since that date, the store has been awarded three Royal Warrant of Appointment's by various royal family members.

In the UK, there is an accolade handed out by the The Institute of Masters of Wine, to acknowledge businesses that are of a high-standard, and who possess vintner knowledge at a professional level. Berry Brothers & Rudd has won this award eight times—the highest number ever collected. To name one last impressive feat, Berry Brothers & Rudd were also the first wine store to open online in 1995.

Urban Salon were commissioned to complete the refurbishment of this historically significant store, and were in charge of updating the interior layout, whilst still retaining the look and feel of the Georgian period that the store was built. Let's take a look…

A piece of history

Berry Bros. & Rudd London:  Offices & stores by Mowat & Company Ltd
Mowat & Company Ltd

Berry Bros. & Rudd London

Mowat & Company Ltd

In all its glory, we see the iconic shop front of Berry Brothers & Rudd. As mentioned in the introduction, the building was constructed during the Georgian period. This style of architecture is most widely seen in English speaking countries such as the United Kingdom and America. It was noted to be the equivalent to the European Rococo style. Internal layouts were strictly divided into perfectly symmetry, employing a system called the Golden Ratio. Typical of the period too, was ornate cornice work, decorative mouldings and curved windows, which is evidenced in the shop exterior. Retaining the historical front, the shop is located in between a row of terrace houses, and was painted from moss green to black—a wonderful update to complement elegant gold lettering. 

The ultimate experience

Berry Bros. & Rudd London:  Offices & stores by Mowat & Company Ltd
Mowat & Company Ltd

Berry Bros. & Rudd London

Mowat & Company Ltd

The most important aspect of the brief handed down by the client was to ensure the shopping experience at Berry Brothers & Rudd was the best that it could possibly be for the customer. Taking circulation into consideration, yet retaining the old-world ambience of a wine cellar, Urban Salon made it possible for customers to feel as though the original concept of the shop remained, yet was highlighted by a new, modern way to shop. 

Old-world charm

Berry Bros. & Rudd London:  Offices & stores by Mowat & Company Ltd
Mowat & Company Ltd

Berry Bros. & Rudd London

Mowat & Company Ltd

Originally, there were three rooms in the St. James street store; one has since been closed. This was the catalyst for the refurbishment project. Inside each room, there is now a point of sales machine, as well as an extensive range of wine and spirits for you to meander through. The most important aspect, which we will go into further detail on below, is the new system for display and storage that was envisaged solely for the store. 

Artfully displayed

Berry Bros. & Rudd London:  Offices & stores by Mowat & Company Ltd
Mowat & Company Ltd

Berry Bros. & Rudd London

Mowat & Company Ltd

Here, we see a closer view of the custom built display shelving unit. Completed by joinery experts Young & Norgate, customers can now clearly view each product in the best fashion and most optimal light possible. The number of storage units created a higher level of density for the products, meaning more items could be effectively and efficiently stored. The shelving unit makes the experience of browsing much easier for the clientèle, as each bottle is labelled, and is in plain sight. Despite the modern functionality and appearance, this new storage system completes the retail aspect which was most sought after—customer experience.

If you would like to take a tour through the Basingstoke store, click here.

Whitton Drive:  Terrace house by GK Architects Ltd

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