London & South East Premier Hospitality

The Prince

The Prince
Written by Roma Publications

The Prince – One street, two bars, four house restaurants and an enclosed woodland Pergola garden.


Never before has an entire street been transformed into an epicurean avenue dedicated to some of London’s most exciting food, drink and social experiences, until now. Welcome, The Prince.

Taking the former Prince of Wales pub and four disused connecting buildings on West Brompton Crossing, the team behind Pergola On The Roof and Pergola Paddington Central have revitalised this corner of West London to create a truly unique collection of spaces encompassing two bars, four individual restaurants and a huge secret garden – all connected to each other and all under one guise of The Prince.

It is a simple set up that has seen each of the ground floors of the buildings converted into restaurants, the former Prince of Wales pub building brought back into use and the garden transformed into an outside seating haven. All of which are connected via one walkway at the back.

Open seven days a week, The Prince offers a brand-new drinking and dining concept like no other for the local community and pilgrimaging punters alike. Guests will be able to walk in from the street, grab a drink from a bar or tasty bite to eat from one of the four restaurants and venture through to a hidden secret garden.

Found only through a small door at the back of each restaurant and the pub, this whimsical woodland space begins with a top deck that leads down into the enchanting. In the winter months, the garden will be fully covered and heated to keep guests warm and there will be a removable roof in the summer to make the most of the sunshine. All this is under a bespoke enclosed and heated pergola adorned with hanging twisted willow and ethereal old man’s beard, creating a magical woodland experience in the heart of west London.

Converting each of the buildings into four individual restaurants, The Prince welcomes burger legends Parry & Bun, a west London debut for The Begging Bowl as well as Rabbit and Vietnamese barbecue restaurant MAM.

The former pub has been transformed into an inviting bar, decked out in dark blues, brass lights, lots of timber and exposed brickwork.

Incipio Group Managing Director Charlie Gardiner told Premier Hospitality magazine: “It is a sense of relief to see this project up and running. It has been my whole world for a long time. I don’t think anything like this has been done before so to be the first is quite interesting!”

The Prince at West Brompton Crossing takes centre stage as part of a pop-up high street for Earls Court. Taking a street and transforming it into an epicurean experience with an all-year secret weatherproof garden will surely make it one of the hottest destinations this winter.

The Prince @jackpasco


Inspirwood specialise in bespoke and trade printing on wood making high quality, unique and sustainable wooden printed products. Inspirwood’s products are unique – you won’t find them anywhere else – and include wooden bar signs, as well as a range of products for restaurant and hospitality venues.

All products are manufactured in-house using a variety of high-tech printing machines, laser cutting equipment and CNC cutting beds with specialist carpentry skills to back it all up. Inspirwood is the leading specialist wood printing company in Europe and is part of Inspirations, which has been in operation since 2004.

Inspirwood’s diverse client base includes the BBC, UAE, Gordon Ramsey, National Trust and Lush Cosmetics to name but a few. The company has even produced items for The Rolling Stones concerts.

Inspirwood have worked with Incipio for a few years now on various projects. For the Prince, Inspirwood produced the internal wooden signage, notice boards and menu boards, all made on sustainable wood and using 100% renewable energy in their studio in Devon.

Pete Williams, Inspirwood, said:

“We love to work with innovative clients, and the Prince was a fantastic venue, which is completely in line with our work flow, making us the best people for the job.”

Pete added:

“Inspirwood are the leading specialist wood printing company in Europe, with many years of experience under our belt. We can print onto virtually any type of wood up to a size of 2.5 x 1.3 metres, and up to 5cm thick.

“Our specialist machines can print in full colour, white inks and a gloss / matt varnish onto the wood surface. Not only this, we are now working towards FSC certification and have a very strict policy in sustainability and ethical practices, which have won us prestigious awards and praise.”


About the author

Roma Publications

Leave a Comment