63 Pall Mall

The Brief

63 Pall Mall is one of a number of projects that we have undertaken for Berry Bros & Rudd, the world renowned specialist wine and spirits merchant. The brief from the client was to create ‘the best wine shop in the world’, to be welcoming and to attract new customers and allow for more stock to be displayed on the shop floor. In undertaking the project the Client relocated the shop from its original position on St James, an address that it had occupied since 1698.

The new store cleverly brings together the traditional values and unique history of Berry Bros & Rudd with the more contemporary feel and experience of modern wine retailing for their customers. The key aim was to make the premises welcoming for everyone, from novices to fully-fledged wine connoisseurs. The shop was designed to provide a destination retail experience whilst also able to host a range of events, from in-store tastings to evening ‘lates’ with visiting producers.


Berry Bros & Rudd


London W1


Mowat & Co


1,500 ft²


  • Retail


  • Project Management
  • Cost Consultancy
  • Contract Administration

The Challenge

The building is located in the St James’s Conservation area on a very tight, sensitive urban site with no rear access. This meant that site logistics and deliveries were planned in minute detail and tightly controlled throughout the works. Continual communication with neighbouring residents and businesses were essential both prior to beginning work on site and throughout the construction period.

Climatic control of the shop was very important to maintain stock in the best condition. The general shop is conditioned to maintain a constant 16°c, whilst the fine wine reserve room, segregated by bronzed metal framed doors and a screen, is able to maintain a temperature of 12°c.

The Outcome

The completed project saw extensive use of materials and craftsmanship connected to wine making. This included 500mm wide blasted and oak stained Dinesen flooring and custom made oak wall and floor display units, all stained to replicate the oak flooring and panelling in the original St James’ shop. The ceiling features 100 year old reclaimed French wine barrels, whilst a stone-finished tasting area sits alongside three state of the art Enomatic wine serving machines.

The Client is very pleased with the outcome in terms of driving a wider customer base and sales. The project won a Society of British and International Interior Design (SBID) award for retail design.

No. of wines & spirits lines on display
First store opened
Fit-out programme
0 week
“Our award-winning shop at 63 Pall Mall is testament to what can be achieved when a collaborative team comes together to tackle both the redevelopment of a historic building and the interiors. The thinking is holistic, consistent and considered and the results can be extraordinary.”
Geordie Willis
Creative Director, Berry Bros & Rudd

Other Projects We’ve Completed Include

ICON Outlet & Entertainment Space

SEAT Westfield

Bonhams Headquarters