20:20, the experience agency, is behind the design of the recently opened Birchwood at The Conduit in Covent Garden.
A café and wine bar led by chef and farmer Will Devlin, Birchwood is open to the public on the ground floor of the members’ club on Langley Street, it is Devlin’s first London venture and a collaboration between his Acre group, hospitality partner Levy and The Conduit.
Devlin is a Michelin Green Star chef who farms his own land in Kent, and much of what arrives on the plate at Birchwood comes from that farm. All three partners share a respect for people and planet, and 20.20 was asked to turn that into a room, designing the full interior and carrying the Birchwood brand through it.
The first thing guests meet is a takeaway counter fronted in terracotta tile and topped with a Matterpieces surface made from demolition waste. It is one detail, but it sets up the sustainability story that runs through the rest of the room. The terracotta comes straight from Birchwood’s own branding, and from there it deepens through the restaurant into dark wood set against large stone paving, with sisal underfoot and sheepskin throws over the beech chairs. Cork pendants hang over the tables alongside pale, cloud-like shades, and the bookcases are filled with plants, fermented ingredients and Birchwood produce.
The walls are painted in a lime-based paint that absorbs carbon dioxide as it cures and purifies the air. The feature tables and kitchen pass are finished in a terrazzo-style surface handmade from wood chips the woodworking industry would otherwise throw away. Each finish was chosen to be as hardwearing as it is sustainable, in a room that runs from first coffee to the last glass of wine.
“All three clients shared a unified mission statement of sustainability, change-making and purpose-driven design,” said Ashley Macfarlane, Design Director and project lead at 20.20.
“The interior was shaped by each brand’s ethos, ensuring that positive impact and guest experience were integrated at every touchpoint.
“Throughout the interior, we have used a range of materials and practices to support this: air-purifying natural paint, countertops made from demolition waste, baked-earth tiles, reclaimed-timber terrazzo, responsibly sourced furniture and curtain fabrics, and lots of props from Will’s farm.”
“Birchwood has been a great example of what can be achieved when partners share a clear vision from the outset. The design not only brings Will’s brand and values to life in a London setting but also creates a space that feels welcoming, sustainable and commercially effective from morning coffee through to evening service,” said Chris Weaver, Managing Director of The Conduit Club.
