The Ribbon

Location: London

Brick Manufacturer: Ibstock PLC

Brick Names: Heritage Red Blend, Parham Red

Architect: ORMS Architecture Design

Brickwork Contractor: Wates Construction

The Ribbon is a landmark mixed-use commercial development that demonstrates how carefully specified brick architecture can create commercially successful, contextually responsive buildings in some of the UK's most demanding urban environments. Occupying a prominent corner at the junction of Oxford Street and Wells Street in Fitzrovia, the nine-storey development delivers approximately 80,000 sq ft of premium headquarters office accommodation alongside 26,374 sq ft of flagship retail, restaurant and leisure space, revitalising a key gateway location within London's West End.

Designed by ORMS, the project sought to create a building capable of meeting the demands of modern occupiers while responding sensitively to the rich architectural character of Fitzrovia. Brick became the defining material through which this ambition was realised.

Across all elevations, approximately 92,000 Ibstock Heritage Red Blend facing bricks were used to establish the building's distinctive identity. Selected for their rich red tones, subtle variation and lightly textured appearance, the bricks provide warmth, depth and permanence while creating a strong visual connection to the surrounding townscape. The extensive use of Heritage Red Blend allows the building to sit comfortably alongside its historic neighbours while projecting a confident contemporary character befitting a flagship commercial destination.

The architects drew inspiration from the area's historic association with brickmaker George Wells, after whom Wells Street is named. This heritage informed the material strategy from the outset, resulting in sculptural red brick elevations that acknowledge the site's past while supporting its future commercial role. The façade creates an immediate sense of quality and longevity, attributes that are increasingly important within the premium office market.

Complementing the principal brickwork are approximately 2,300 Ibstock Parham Red Solids bricks, used as projecting header details across the façade. These carefully positioned elements introduce texture, shadow and visual interest, enriching the building's appearance and demonstrating how thoughtful brick specification can create architectural complexity through masonry alone.

The project also showcases how traditional materials can support modern construction methods. Although the elevations possess the appearance of traditional loadbearing brickwork, the façade was manufactured as prefabricated elements off-site before rapid assembly on-site. This innovative approach enabled the delivery of a highly crafted brick building while achieving significant programme efficiencies.

Sustainability and long-term performance were embedded throughout the project. Passive design measures and renewable technologies were incorporated from the earliest design stages, helping minimise operational energy demand while creating adaptable commercial space capable of responding to future occupier needs.

Replacing Wells House, which was demolished in 2020, The Ribbon has transformed a strategically important site within the West End. Through the extensive use of Ibstock Heritage Red Blend and Parham Red Solids bricks, the development delivers a commercially successful building whose architectural quality, material integrity and enduring character set a benchmark for contemporary commercial architecture.