Located close to Chelsea, Pimlico Road serves as a prime destination for high-profile decorators and their elite clientele. This chic area blends luxury interior design with exceptional people-watching, attracting a diverse mix of visitors, including celebrities like the Beckhams, sports figures like José Mourinho, and even members of the royal family such as Princess Beatrice.

Since the 1960s, Pimlico has flourished as a hub for interior decor and antiques, now encompassing several streets and the newly added glass-roofed arcade. For design enthusiasts, “Pimlico Road” refers to a network of notable streets including Pimlico Road itself, Ebury Street, Holbein Place, Bourne Street, and Newson’s Yard. The charming boutique shops found along these roadways serve as a tangible manifestation of leading designers’ preferences.

If you’re interested in discovering where the affluent acquire their interior inspiration, now is the perfect opportunity. London Craft Week, taking place from May 12-18, sees many showrooms reveal fresh designs and celebrate craftsmanship.

Oona Bannon, co-founder of Pinch Studio, likens Pimlico Road to “Charlie and the Chocolate Factory for design lovers.” She explains, “You’re in the midst of a fantastic community. Our first store, found at 46 Bourne Street, was previously the Elizabeth David shop, a fact recognized by Terence Conran during a visit, recalling his past experiences there.”

Pinch’s bespoke furniture and artistic lighting are set in a relaxed, eclectic environment, representative of the Pimlico aesthetic. Rejecting conventional neutrality and blandness, Bannon emphasizes their unique approach: “Our shop showcases our books, artwork, and pottery collected from travels. It feels authentic and personal, unlike a designer-staged space. The shops along Pimlico Road are genuine, with each having a distinct character. For instance, I believe Lulu Lytle’s home echoes her shop’s style.” Other longstanding contributors to the area include renowned names like Rose Uniacke and Nina Campbell, the latter of whom recently caught Madonna’s eye.

Luke Irwin, a relatively new addition to the area with 15 years of experience, highlights the significance of Pimlico Road: “It’s the only street globally where you can meet leading designers in their shops without the barriers typical of other locations.”

Irwin, known for his custom hand-knotted rugs, draws a clientele of affluent individuals who appreciate the relaxed atmosphere of Pimlico Road. He notes, “The rich are able to explore in peace. You might see José Mourinho strolling by without a second glance, or chat with Sol Campbell about football and politics in a light-hearted manner, far removed from discussions of merchandise.” This laid-back environment fosters relaxed interactions, which many find appealing.

This allure extends particularly to a select demographic. Irwin reveals, “In January, about 300 American interior designers visited and were absolutely thrilled!” This event, part of Design Destination London, organized by Lauren Hudson, left a considerable impression on the visitors. He remarks on the rich history surrounding Pimlico, mentioning that his shop is located where the original Chelsea Bun House once stood. “There’s a palpable joy in being in London, enriched by its history,” he adds.

Kathryn Ireland, a prominent figure in American design circles, maintains deep connections with the tastes of her clients. After relocating to Los Angeles in 1986, she now enjoys a split life between California and France, catering to the Hollywood elite. Her go-to brands include Luke Irwin, Chelsea Textiles, and Nina Campbell. Ireland notes, “Americans have loved these brands for years. I recall my first job for Saturday Night Live producer Lorne Michaels, who insisted I source solely from Bennison, which had previously decorated his apartment.”

Tracing the lineage of Bennison Fabrics, which originated with an antique shop at 91 Pimlico Road in the 1960s, reveals its evolution into the modern hand-printed textile brand it is today. Ireland appreciates the founder Geoffrey Bennison’s guiding principle: “Always incorporate something unexpected alongside quality, or vice versa,” which resonates deeply with her American clientele.

While Americans continue to show enthusiasm for Pimlico decor, British shoppers predominantly drive its market. The area’s proximity to massive renovation projects in nearby Belgravia adds to its appeal. Edo Mapelli Mozzi, CEO of Banda, has recently finished a home at Chelsea Barracks and states, “Pimlico Road offers a unique balance of elegance and craftsmanship that I seek for my designs. The atmosphere here holds a certain rhythm that captivates me—serene, confident, and rooted in tradition. Design doesn’t need to be loud; it shines through the subtlety of Rose Uniacke’s work, the timeless elegance at Jamb, and the layered refinement from Paolo Moschino.”

If you’re visiting during Craft Week, don’t miss the chance to see creations like Kuniko Maeda’s exquisite pleated paper lights at Soane Britain, made with paper from a seventh-generation craftsperson in the Lake District. For those seeking high-end glamour, the Lacquer Company’s latest collection by Duncan Campbell and Charlotte Rey, known for their reimagining of Tramp nightclub, will certainly impress. Cox London’s large-scale metalwork lighting, highlighted by their Magnolia Grandiflora piece, promises to be a stunning sight along the street.

Pimlico Road continues to champion established artisans, while also providing a space for emerging talents. Charlotte Freemantle of Jamb has invited ceramicist Isatu Hyde to showcase her hand-built creations during Craft Week. Meanwhile, Scarlett Farrer, this year’s Young Weaver of the Year, will craft a linen, mohair, and hand-spun alpaca wall hanging in Rose Uniacke’s fabric showroom. Jess Wheeler is relocating her studio to Martin Brudnizki’s And Objects store to create large-scale sculptures. In collaboration with Heritage Crafts, Lulu Lytle is launching matchMAKER, a new online platform that connects aspiring craftspeople with job training and entry-level opportunities in heritage crafts, working toward developing the next generation of Pimlico artisans.

If you happen to miss London Craft Week, don’t fret; the wonders of Pimlico Road will remain available even after the events and demonstrations conclude. As Oona Bannon aptly puts it, “Craft week is every week for us.”

London Craft Week, May 12-18

Essential Directory

What designers refer to as Pimlico Road encompasses four streets and a courtyard: Pimlico Road, Ebury Street, Holbein Place, Bourne Street, and Newson’s Yard.

Pimlico Road

• Carl Hansen & Son
• Chelsea Textiles
• Cox London
• Daylesford Organic
• De Le Cuona
• FBC [Fiona Barratt-Campbell]
• Fermoie
• Howe
• Jamb
• Linley
• Luke Irwin
• Ochre
• Rose Uniacke
• Sibyl Colefax & John Fowler
• Soane Britain
• Tom Faulkner

Newson’s Yard

• Plain English
• Nina Campbell
• Modernity
• And Objects
• The Lacquer Company

Ebury Street

• Edward Bulmer Natural Paint
• Paolo Moschino
• Pinch
• Robert Kime

Holbein Place

• Bennison Fabrics
• Paolo Moschino