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 for the The Zetland Arms was to breathe new life into the historic pub – to restore its charm through timeless interior design and brand storytelling; not simply recreating the past but reimagining it for today’s modern guest.
Rediscovering a Local Legacy Through Brand Design
Like most great pubs and inns, The Zetland Arms has a unique past, a reason it was built and a community that grew alongside it. Through research, and consistent with Harrison’s approach to brand design, the stories we discovered became the very heart of our brand and interiors concept.
That story began amidst the original garden nurseries of old Kensington—a time when the area was bursting with opportunity and life. It was here, at The Zetland, where architects, builders and local pioneers would gather to form friendships, as well as giving the local market gardeners and traders a place to quench their thirst after a hard day’s labour.
”Flourish & Thrive”: A Design Concept That Grows from the Past
Inspired by the pub’s botanical heritage and its role as a community anchor, we developed a unique and central brand idea: Flourish & Thrive. This ethos became the lens through which every interior design choice was made—from palette to materials, ambience to artwork.
This storytelling, through interior design, pays homage to Kensington’s green-fingered roots while embracing the warmth and comfort today’s hospitality spaces demand. Carefully restored features are interwoven with modern accents, ensuring the space feels both familiar and fresh.
Sustainably Preserving The Legacy of British Pubs
Harrison’s passion for restoring and recycling is aligned with Greene King’s desire to bring back to life their heritage pubs. The result is beautifully restored pubs, interweaved by the original stories of the communities they sit within.
Here, at The Zetland – the community of Kensington now has a wonderfully preserved pub to feel part of; where locals feel represented, and visitors feel inspired.
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.
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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