The Hertford Street Collection
Originally designed for the 36 & 37 Hertford Street Residences by A.LONDON. Now available exclusively from Bazaar London.
Some streets in London just have presence. Hertford Street is one of them: calm, elegant, and full of old-school charm. It sits quietly between Hyde Park and Shepherd Market, where the rhythm of the city softens behind Georgian facades and private entrances.
When the A.LONDON team designed the show residence at 36 & 37 Hertford Street, the goal wasn’t to fill rooms for the sake of it. It was to create a mood, a sense of place you could feel as soon as you walked in. Every piece we made was designed to work beyond that project too. For homes that care about details, craft, and a kind of luxury that doesn’t need to try too hard.
From Mayfair, With Intention
The show residence was designed by our sister brand A.LONDON, with interior designer Edward Bishop leading the project. His approach was grounded in timelessness, honouring the architectural integrity of the space while ensuring everything felt relevant and liveable.
Mayfair has a particular kind of charm: quiet, confident, and full of texture. The A.LONDON team wanted the interiors to carry that same energy, without spelling it out. Velvet details in the seating and cushions nod to nearby members clubs, while a soft, tonal palette turns the space into a calm retreat above the pace of the city.
The layout was imagined like a private apartment with the polish of a boutique hotel. It needed to feel refined but still personal, the kind of place you could actually live in, not just look at. That mindset shaped every decision. From the high ceilings and original fireplaces to the sculptural lighting and natural flow between rooms, the result is measured, fluid, and quietly luxurious. Mayfair, reimagined with a lighter touch and a more international point of view.
“For me, this project was all about respecting the character of the building while creating a home that feels genuinely liveable today. We didn’t just want to mix old and new for the sake of it - it was about making sure every detail had a purpose and helped the space feel warm, balanced, and welcoming. What sets the spaces apart is the way they flow. We used sculptural lighting to introduce a sense of movement and freshness, which plays beautifully against the original features like the high ceilings and fireplaces. Each space has its own story - combining the classic charm of Mayfair with a more relaxed, international style that feels right for how our desired clientele live now.”
A Place Designed to Stay
These two pieces take cues from its Mayfair setting, timeless, grounded, and quietly expressive. The pieces are bold in silhouette but softened by materiality. Rich in texture, but never overwhelming. Each design is made in the UK, drawing on our longstanding relationships with British makers, upholsterers, and finishers. For this collection, we’ve handpicked a selection of our favourite pieces from the project, those that felt especially resonant, refined, and ready to be reimagined in our clients’ own homes.
Members Club Comfort, Reimagined for Home
The Hertford Street Sofa is a three-seater designed for comfort without compromise. Curved arms and generous proportions nod to the easy luxury of London’s most iconic members clubs, reinterpreted through a more international lens. Upholstered in rust-toned velvet with a soft nutty brown base, its palette reflects the layered interiors of Mayfair, cosy, composed, and deeply personal.
An Architectural Anchor for the Bedroom
The Hertford Street Bed brings architectural character into the bedroom. Its sculptural, stepped headboard, upholstered in deep green velvet creates instant definition, while the natural linen panel introduces warmth and tactility. With walnut-stained legs and a tailored divan base, it balances strength and softness, confidence and calm.
Furniture that Feels Personal
We know our clients, many of them design-literate, style-aware, and often working with interior designers, aren’t just looking for beautiful things. They’re seeking something with intent. Pieces that carry a story, and hold emotional value over time.
That’s why every design we launch is customisable. It’s not just about offering ‘options’ it’s about collaboration. Want the bed in boucle? A sofa in a tighter footprint? A completely different fabric to match your space? We work closely with you (or your designer) to adapt proportions, upholstery, colour, and finish, or develop something entirely bespoke from scratch. Everything is made here in the UK, meaning lead times stay reasonable, and quality control remains personal.
Created by our design studio, customised by you.
From One Address to Many
The show residence at Hertford Street offered a moment of creative alignment, a designer, a space, and a vision that came together with clarity and purpose. What emerged from it is something larger: a collection that captures a very specific feeling, now made available to homes beyond W1.
Now, with The Hertford Street Sofa and The Hertford Street Bed, that design language is ready to be translated again. Into a townhouse, A pied-à-terre, an apartment filled with art and stories of its own.
And as always, the final chapter is yours to write.
