20 Whitfield Street

Location: London

Brick Manufacturer: wienerberger Limited

Brick Name: Terca Waresley Red

Architect: Hale Brown Architects

Brickwork Contractor: Swift Brickwork Contractors Ltd

Whiskey Sierra, 20 Whitfield Street is a landmark regeneration project that demonstrates how heritage and modern craftsmanship can work together. Swift Brickwork Contractors Ltd delivered this project on behalf of Make One Group for Global Holdings, the transformation of this former Metropolitan Police station into premium office and affordable workspace celebrates brickwork as the defining architectural feature. The vision was to retain the building’s structural frame while introducing a contemporary identity through exceptional brick and stone facades. Every decision by Hale Brown Architects was guided by a commitment to material quality and detailing, ensuring the new elevations harmonised with Fitzrovia’s historic landscape.

Brickwork was central to the scheme’s success. The facades on Whitfield Street and Tottenham Court Road were demolished and rebuilt using hand-selected, high-quality facing bricks paired with precision-cut stone banding. A combination of Apollo Red Facings, Old Barn Facings, Waresley Red Facings and Mystique Facings creates an elegant facade that respects the area’s character while elevating its architectural language. Deep brick reveals framed with wet cast stone mullions from Greystone Architectural, designed in collaboration with IG Masonry Support and recessed panels, were meticulously executed to create shadow lines and depth, adding visual interest and sophistication. 

The interior of the building has also been designed with brick in mind. An elegant reception area is solidified with striking stretcher stack bond and dogtooth stack bond brickwork, crafted using a Polycor brick.The brick tone was carefully matched to neighbouring heritage buildings, introducing a refined, contemporary palette. All of this was achieved within a live urban environment, requiring exceptional planning and sequencing to maintain retail operations and minimize disruption.

The construction of project presented significant logistical challenges due to its central London location and constrained urban environment. Limited site access and narrow surrounding streets restricted the movement of heavy machinery and delivery vehicles, requiring meticulous scheduling and coordination to avoid congestion and comply with local traffic regulations. The proximity of neighbouring properties and active pedestrian zones demands strict adherence to noise, dust, and vibration controls, as well as robust safety measures to protect the public. Additionally, storage space on-site was minimal, requiring a just-in-time delivery strategy and close collaboration with suppliers to maintain workflow without overloading the site. 

Two additional storey's were integrated seamlessly above the retained frame, with brickwork continuing vertically to unify old and new elements. The facades incorporate loggia-style terraces framed in brick, providing outdoor areas while showcasing structural elegance. At roof level, brick parapets complement green roofs, reinforcing sustainability without compromising aesthetics. The entire project team worked closely with Hale Brown Architects to achieve flawless execution. Rigorous sample panels, on-site mock-ups, and continuous quality checks ensured consistency across every elevation. The result is a facade that not only meets technical performance standards but also stands as a testament to traditional masonry skill.

The brickwork does more than enclose space, it defines the building’s identity. It bridges Fitzrovia’s architectural heritage with contemporary design, creating a timeless landmark. Combined with BREEAM Excellent targets, NABERS UK aspirations, and premium interior fit-outs, this project exemplifies holistic excellence. Through precision, creativity, and collaboration, Swift Brickwork Contractors were able to deliver facades that are both technically demanding and visually stunning. Whiskey Sierra, 20 Whitfield Street is not just a building, it’s a celebration of superior craftsmanship, sustainability, and urban regeneration.