Shopping in style – Part 4: Edwardian chic at the Piccadilly Arcade
The history of an Edwardian shopping arcade.
Decades before the likes of Westfield and Brent Cross came to London, those who wanted to shop in comfort headed to one of the capital’s arcades. Like the mega malls of today, these arcades featured numerous shops under one roof, providing a sheltered retail experience whatever the weather. However, as well laid out as these modern fashion meccas are, they just can’t compare to the historic and upmarket designs of the late Georgian, Victorian and Edwardian periods. As part of Metro Girl’s series on the five historic arcades of Mayfair and St James, Part 4 will be focusing on the Edwardian of the quintet – the Piccadilly Arcade.
At the dawn of the 20th century, the St James area was a hangout for the capital’s gentry and royals with a host of gentlemen’s shops and businesses catering for the upper classes. St James’s Palace was in the area, as well as prestigious members’ clubs, such as The Athenaeum and The Carlton Club. Swiss hotelier César Ritz (1850-1918) had opened his ground-breaking Ritz Hotel on Piccadilly in 1906. Following the death of Queen Victoria (1819-1901) and the ascension of King Edward VII (1841-1910), the country was changing, with styles of fashion and architecture evolving into less gloomy and simpler designs.
When it came to London’s shopping arcades, by the early 20th century, it had been a while since any new ones had been built. The Royal Opera and Burlington Arcades were over eight decades old at this point, while the Lowther Arcade was demolished in 1904 after standing on The Strand for over 70 years. In 1909, work started on a new shopping mecca – the Piccadilly Arcade. The Edwardian arcade linked Piccadilly and Jermyn Street – famous as London’s retail destination for well-dressed gentlemen. Architect George Thrale Jell of Waterloo Place was brought in to design it. Throughout his career, Jell was a popular architect for retailers, having designed several stores in Oxford Street, including the Hanan-Gingell shoe shop in 1908 (now home to branches of Fossil watches and Sunglasses Hut), flats in Bury Street and converted the Georgian building, 138 Park Lane into offices and flats in the late 1920s.
The arcade was constructed by builders Messrs. Leslie and Co. of Kensington Square in 1910. The ground-floor arcade featured 28 shops, while the remaining upper floors were used as offices and chambers. The façade of the building is made of Portland stone and features four columns supporting a architrave with the words ‘Piccadilly Arcade’. Above, a wide wrought iron balcony spans the five windows of the 2nd floor, with further storeys of windows and smaller balconies above. The fifth floor features another wide balcony, while dormer windows stand out on the 6th floor slated roof. The upper storeys were converted into the Felix Hotel in 1915, but is now called Empire House and is mostly offices.
Among the first businesses to open in the arcade were the shirtmakers Budd, who are still trading today over a century later. Harold Budd established his shirt shop at No.4 in 1910, which was set over three floors. Meanwhile, tailors Hawes & Curtis, founded by Ralph Hawes and George Frederick Curtis, opened their first store at No.24 in February 1913. Over one hundred years later, they now have over 20 stores in the UK.
The Piccadilly Arcade traded in peace for 20 years before World War II brought death and destruction to the streets of London. At 3.10am on 17 April 1941, the Jermyn Street end of the building was severely damaged by a 2,200lb parachute bomb. Twenty three people were killed, including the 1930s singer Al Bowlly (1898-1941), who lived on the corner of Jermyn Street. The Dunhill store on the corner of Jermyn Street took a direct hit, while Fortnum & Mason and the Cavendish Hotel were also damaged. Budd’s shop at No.4 in the arcade was burnt down so Harold Budd swiftly purchased the remaining leases on the only two intact stores in the arcade; 1A and 3, where Budd remains trading today. The Piccadilly Arcade was gradually restored, with work finishing in 1957.
Today, the Piccadilly Arcade is home to tailors, shirtmakers, shoe shops, jewellers, hairdressers, womenswear, pharmacy and mustard and vinegar makers. Meanwhile, those who enter or exit through the Arcade’s south entrance of Jermyn Street will be greeted by Irena Sedlecká’s sculpture of Beau Brummell (1778-1840), a Regency dandy who was famous for his dress sense.
- Piccadilly Arcade, Piccadilly or Jermyn Street, St. James’s, SW1Y 6NH. Nearest station: Green Park or Piccadilly Circus. For more information, visit the Piccadilly Arcade website.
‘Shopping In Style’ is a series of blog posts on the history of London’s oldest shopping arcades. Read Part 1 on the Burlington Arcade here, Part 2 on the Royal Opera Arcade here, Part 3 on the Royal Arcade here, Part 5 on the Prince Arcade, click here or Part 6 on the Lowther Arcade here.
For more of Metro Girl’s history posts, click here.
To discover more retail history of London’s shopping arcades and department stores, click here.