Boodles has opened its new flagship at 23 Old Bond Street in Mayfair, London. Called The Boodles Townhouse, it brings the family-owned jeweller's heritage, contemporary design and British craftsmanship together in one building, Culted reports.

A bigger home in a listed building

Boodles was founded in Liverpool in 1798. The move takes it from 178 New Bond Street into a Grade II-listed building. Space grows from 8,250 sq ft across five floors to 13,170 sq ft across seven.

The interiors were designed in collaboration with GPstudios. The townhouse takes inspiration from a private residence, with individually designed rooms that explore different parts of the brand's history and jewellery collections.

The rooms

The ground floor opens with a grand hall featuring pink marble, bespoke jewellery displays and decorative plasterwork.
The Raindance Bar is named after one of Boodles' best-known collections.
The Argyle Lounge celebrates the house's relationship with rare pink diamonds sourced from Australia's now-closed Argyle Mine.
The Secret Garden is an outdoor space on the first floor, designed by RHS Chelsea Flower Show gold medallist Catherine MacDonald. It has seasonal planting and a 350kg acer tree.
The Orangery, nearby, is another setting where clients can explore the jewellery collections.
A Design Room looks at how the collections have developed.

British craftsmanship

Boodles has put particular emphasis on British makers throughout the building. The interiors use Portland stone quarried in Dorset, hand-painted artwork by Norfolk-based artist Claire Coles, bespoke leatherwork by textile artist Aiveen Daly and plasterwork from Sheffield specialists Hodkin & Jones.

Archival displays, put together with support from National Museums Liverpool, show objects and memorabilia tracing the company's journey from its Liverpool beginnings to one of London's most prestigious shopping streets.

The Boodles Townhouse is at 23 Old Bond Street, London.

Photo: Garry Knight from London, England, CC BY 2.0, via Wikimedia Commons.