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A fresh new branding by Here. The Audley is a much-loved Victorian pub in the heart of Mayfair, a democratic oasis in an otherwise exclusive enclave. When Artfarm, the independent hospitality company behind Hauser & Wirth, became the new landlords in 2021 they approached design agency Here to help develop their vision of creating a welcoming space which is also a haven for modern art.The design studio first collaborated with Artfarm on creating the brand identity for The Fife Arms, a reimagined Victorian coaching inn in Scotland. Both The Fife Arms and The Audley bring together craftsmanship and history, with world-class contemporary art and a strong sense of community alongside superb food and drink.Like Mayfair, The Audley is built of contradictory layers offering three unique experiences: The Audley Public House – a traditional community pub which sits at street level.

Mount St. Restaurant – a new destination on the London culinary scene on the first floor, and four unique private hire rooms on the remaining floors. Art is at the heart of the project, with The Audley acting as a hub to showcase extraordinary and international works.With pub closures at an all-time high in the UK, and the values of inclusivity and connections they represent at risk, Here wanted to showcase what a renaissance of an old boozer could look like.Inspired by the legacy of the pub and surrounding area, Here have created contemporary brand identities for the venue whilst incorporating references to its history and place. The word mark for both The Audley and Mount St. pay homage to the original handwritten signs which were once displayed outside 41-43 Mount Street. The typeface is featured throughout both venues and beautifully applied on custom designed menus, signage, matchboxes, coasters, coat room tags, and more.Here further explored contemporary interventions by recreating the stone cast signage cornering the site.

Using Jesmonite was a deliberate design choice allowing Heres production team to best match the material to the buildings exteriors as well as retaining its longevity.Throughout the venue are beautiful handwritten signs by Jack Hollands also known as Signwriting Jack, a talented London based signwriter. Historical images of the pub were referenced in the process of designing each sign and are uniquely gilded or handwritten by Jack.Further inspired by the history of the site, Here have created an emblem referencing the Audley family crest which dates back to the 16th century, a notable icon in the area. The Audley marque has been adapted from a subtle detail within the historical crest and redesigned as an emblem in a contemporary style. The emblem cleverly connects the three different spaces and acts as a stamp for the legacy of the building.Here have thoughtfully designed each element of the brand identity referencing the history of the building with a fresh twist. The branding is minimal and contemporary, allowing the characterful interiors and incredible artworks to take center stage. Likewise, Paris-based Luis Laplace, who has designed several Artfarm and Hauser & Wirth projects, headed up the interior architecture renovations. Laplace applied their signature sensitive approach with the constraints of the Grade II listed structure allowing the art and buildings history to shine.The Audley offers a new experience surrounded by art and Mayfair character yet rooted in tradition and the nations love for a good old-fashioned pub.