A story of restoration and respect for a flourishing community
Harrison incorporated Lincrusta, a product made from natural materials, that has been made in the UK to the same process since 1887. It's really robust and was even used on the titanic!
A new welcoming neighbourhood pub with an inviting glow, celebrating all that is magical about British heritage hospitality spaces.
Greene King’s ambition was clear: to honour the pub’s past without freezing it in time. Our approach focused on reimagining heritage for today using sympathetic design and storytelling to create a place that feels rooted, relevant, and quietly confident.
Rediscovering a Local Legacy Through Brand Design
Like all great pubs, The Zetland has a reason for being. Our research uncovered its origins among the garden nurseries of old Kensington, when the area was alive with growth and possibility. It was a place where architects, builders, and local pioneers gathered and where market gardeners and traders would meet to rest, talk, and belong after a day’s work. That sense of community became the foundation for our design.
”Flourish & Thrive”: A Design Concept That Grows from the Past
From this history grew a simple but powerful idea: Flourish & Thrive. Inspired by the pub’s botanical heritage and its role as a social anchor, this ethos guided every design decision from palette and materials to atmosphere and artwork.
Restored features now sit comfortably alongside contemporary details, creating interiors that feel familiar yet refreshed, layered yet effortless.
Sustainably Preserving The Legacy of British Pubs
Sustainability has played a central role, aligning Harrison’s commitment to reuse and restoration with Greene King’s passion for preserving heritage pubs. The result is a space shaped by its past, designed for the present, and ready to serve its community for years to come.
The Zetland Arms is once again a place to gather, where locals feel represented, visitors feel welcome, and the storylines continues to grow.
The Zetland Arms is a wonderful example of how research, a passion for curiosity and history, as well as a future-thinking vision for how to improve and evolve brands and spaces leads to amazing results.
Every small crafted and considered detail is the best it can be and there for a reason. Our great and often quirky British pubs each bring unique challenges, but our role is to make sure we make the spaces work as best as they can to improve the experience, both functionally and emotionally.
Greene King are really dedicated to preserving the character of their pubs and this project is a fine example of how, together, we worked hard to thoughtfully bring the character of The Zetland Arms back to life.
Design Inspired by the pub’s botanical heritage and its role as a community anchor.
Dedicated to preserving the character of these pubs through thoughtful refurbishments, we chose Harrison as our design partner to bring these stories to life in a way that is both rich and unique; something we know our customers would truly connect with.
A key part of this development involved working alongside Harrison’s Branding team, where we refined carefully researched pub stories and translated them into simple yet meaningful details that could be incorporated into design. These were then masterfully brought to life by their designers creating a true traditional yet elevated British pub experience.
Our partnership with them has been a genuine pleasure. Their passion for quality design and authentic experience has ensured that the The Zetland Arms stays true to its heritage whilst offering an experience that resonates with todays modern customer, and meets all our operational needs.
We have been delighted with the customer feedback which has hit every objective we set out to meet, and look forward to the next refurbishment where we will be helping preserve even more traditional British pub experiences for generations to come.
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