Brereton Pinnington Design | The Belmore at Sale
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The Belmore at Sale

About This Project

With competition becoming more intense in the hospitality industry and customer expectation ever on the increase, JW. Lees sought out the design edge that the multi award winning duo, Brereton Pinnington are renowned for.


The brief was to transform the tired, brown, generic interior of The Belmore Hotel and create a cool and vibey standalone destination pub, bar and restaurant appropriate for Sale, the third most aspirational demographic in the UK.


The brief was to build on the established, solid image of JW Lees, and to take The Belmore into a new design territory for the brewery. The design concept was to appeal to a wide audience, retaining the older, loyal customers whilst attracting a much younger clientele, who previously would have had to travel to the city centre in search of appealing destinations.


The client wanted to ensure there was a connection between all the different areas and that the whole site transitioned easily from day to night trading. A new conservatory extension substantially increases the restaurant seating by an additional 48 covers.