Time travel may be a sci-fi dream for many, but for the UK’s largest hospitality company, it has become reality. Earlier this year, Harrison successfully evolved Whitbread’s Beefeater brand and transported it seamlessly to the competitive high street of the 21st century.
The recent launch of the 3000 sq ft, 173-cover Beefeater Bar + Block in Birmingham city centre has been met with rave reviews and offers a younger demographic a far edgier Beefeater experience with huge on-trend appeal.
The new, modern design lends centre stage to the theatre of food and drink, with a dramatic open kitchen and stand-out central bar complemented by the warmth and conviviality of wood, leather and copper finishes. The scheme is cleverly punctuated with the eponymous butcher’s block, contemporary artwork and atmospheric lighting.
Beefeater Bar + Block’s journey is a supreme example of Harrison’s skill at extracting and successfully reinterpreting the very best of a brand. The restaurant is a perfect answer to Whitbread’s desire to attract a younger customer to Beefeater in a busy and highly competitive city centre location.