Project Overview
Client: Private pub owners
Location: Chester
Project Type: Interior design and refurbishment
Property: Historic listed building
Challenge/Brief
The owners of The Pied Bull faced the common hospitality challenge of under-utilised spaces within their historic Chester venue. Despite the property’s wonderful existing features and character, customers were not making full use of all areas of the site, limiting the pub’s potential revenue and creating an uneven customer experience. The listed status of the building added complexity, requiring any design intervention to be carefully balanced between commercial objectives and heritage preservation requirements.
Solution
MGI developed a design strategy that respected the property’s listed building status whilst addressing the commercial brief. The approach focused on redefining zones throughout the site to enhance the customer journey, encouraging natural flow between different areas. Rather than competing with the building’s historic character, the design concept worked to complement and highlight existing architectural features whilst creating a more cohesive and inviting environment.
Implementation
The design execution centred on creating warmth and comfort throughout the venue. Dark heritage colours were selected to align with the building’s historic character whilst providing a sophisticated backdrop. Comfortable furnishings and carefully chosen rugs were introduced to soften the overall feel of the space, addressing the previous lack of warmth that had deterred customers from fully exploring the venue. The zoning strategy guided customers naturally through different areas, maximising the use of previously under-utilised spaces.
Results
Following the refurbishment and reopening in January 2024, The Pied Bull has demonstrated measurable commercial improvement. The venue has recorded increased footfall compared to pre-refurbishment levels, with customers now making better use of all areas of the site. Turnover has also increased, validating the design strategy’s effectiveness in enhancing the customer experience whilst preserving the pub’s historic integrity. The project successfully demonstrates how thoughtful design can unlock commercial potential within heritage hospitality venues.