Simpson’s in the Strand
by Studio Shayne Brady

The brief for Simpson’s in the Strand was both deceptively simple and incredibly ambitious: to make the restaurant feel as though nothing had changed, while quietly transforming everything necessary for contemporary hospitality. Rather than creating a museum piece or a nostalgic recreation, Studio Shayne Brady approached the project as a careful act of stewardship, reviving one of London’s most historic dining institutions for a modern audience; it was a true collaboration with Jeremy King.

Working within the Grade II listed building, the design sought to preserve the emotional memory and cultural identity of Simpson’s while improving comfort, flow, lighting, acoustics and operational functionality. The concept was rooted in the building’s extraordinary history as a meeting place for theatre figures, politicians, writers and chess champions, with subtle references woven throughout the interiors via marquetry, portraiture, murals and patterned carpets.

The restored venue now comprises two restaurants, two bars and a private ballroom, each with its own atmosphere and personality. The Grand Divan was carefully reinstated in an Edwardian spirit with restored timber panelling, chandeliers, leather upholstery and revived silver trolley service, while Romano’s offers a lighter and more theatrical interpretation of British dining. Simpson’s Bar introduces intimate Art Deco detailing, and Nellie’s creates a rich, dramatic late-night environment inspired by the glamour of theatreland.

Interior Designer: Studio Shayne Brady

Owner/Operator: Jeremy King Restaurants

Main Contractor: LEAN Projects

Project Manager: PSE Associates

Photography: Helen Cathcart