A crimson legacy as Cubitts transforms a royal butcher into a theatrical interior
In the heart of central London, Marylebone stands out as a vibrant neighborhood that has managed to hold on to its unique blend of the past and present, brimming with independent boutiques and inviting cafes.
On New Cavendish Street, a wide, charcoal-black arched doorway marks a quiet transformation. Originally built in 1903 as home to Goslin & Co, the royal butcher to King Edward VII, this historic nook now houses a retail space for British spectacle maker, Cubitts.
Designed by London-based studio Tutto Bene, the project works directly with this ‘bloody history’, translating it into a contemporary retail space defined by clean modern lines and bold minimalist displays.
"Our design pays homage to this historic elegance while merging Marylebone's modern sophistication with the raw, gritty reality of a butcher's shop," says Feliza Berchtold, co-founder of Tutto Bene. "The space is steeped in deep, rich reds—a nod to the meaty, bodily essence of a traditional butcher shop—creating an atmosphere that oscillates between romance and blood, elegance and drama".
A red-bathed interior is grounded in original white-veined marble tiles, uncovered and restored after decades of concealment. To complement this heritage, bespoke marble wall displays are crafted as a contemporary homage to the utilitarian grandeur of the original butchery.
"In true Cubitts style we wanted to honour the site's heritage," notes Tom Broughton, founder of Cubitts. "We've preserved the beautiful original vintage signage and marble tiles, retaining a piece of Goslin & Co in our new butchery-inspired store".
Bespoke display systems reinforce the site’s utilitarian past. Spectacle shelving in polished chrome and brushed steel provides a lean, rational counterpoint to the crimson-panelled walls, referencing the utilitarian hooks and rails of the original meat merchant.
The visual depth of the compact 14sqm floor plan is expanded by cascading mirrors and a paravent-inspired screen, which fractures the monochromatic planes with rhythmic reflections.
Illuminated by spherical opalised glass pendants, the design is a "sumptuous interpretation of the building’s history," where an internal arch mirrors the façade’s external geometry to pull the elegance of the streetscape inward.
Beyond the theatricality of the retail floor, the spatial narrative shifts toward clinical precision. A mirrored archway partitions the shopfront from the technical zones, where a heavy, semi-transparent red curtain conceals a state-of-the-art testing room. This quiet, tech-focused sanctuary continues the location’s legacy for advancement, complete with a classic Charles Eames EA117 Ribbed Leather chair.
By intertwining three centuries of traditional craft with innovative technology, the Marylebone sanctuary reinforces the brand's core ethos. As the "modern spectacle maker," Cubitts ensures that each frame remains a permanent, sophisticated companion, built to be "loved rather than merely tolerated".
Design: @tuttobenestudio
Venue: @cubitts
Photography: @felixspeller
