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A Dedicated Festive Shop Opens In The Heart Of Mayfair

This Christmas, Birley Bakery brings a taste of its signature festive magic to Mayfair. On Monday 2nd November, the independent bakery opened a seasonal shop at House 51 Burlington Arcade, nestled in the heart of London’s most storied shopping arcade. The third location in London, joining Birley Bakery and Birley Chocolate in Chelsea Green, is dedicated entirely to gifting and the delicious rituals of the festive season.

A JEWEL BOX FOR THE FESTIVE SEASON

Measuring 15 square metres, the shop is a jewel box in every sense. Like the beautiful packages within, the walls of the store are adorned with the fantastical scenes of birds taking part in a hot chocolate ceremony, inspired by the gilded motifs of 19th-century Japonisme and Birley’s carefully sourced ingredients. It is a fitting home within Burlington Arcade, which opened in 1819 “for the sale of jewellery and fancy articles of fashionable demand” and is still watched over by its famous Beadles. True to one of Burlington Arcade’s Regency-era rules that frowns on hurrying, few will choose to rush past Birley’s festive windows abundant with gifts.

THE ART OF CHRISMAS GIFTING

The Burlington Arcade site focuses exclusively on Birley’s Christmas and gifting collection, with every item a perfect present or festive indulgence. At the heart of the selection available is Birley’s chocolate: signature chocolates in their crimson boxes, festive creations such as a white chocolate Snowman, a milk chocolate Father Christmas and a handcrafted Chocolate Christmas Tree, the perfect addition to any festive table. The countdown to Christmas is made all the sweeter with Birley’s Advent Calendars, in classic and deluxe editions, each with unique handcrafted chocolate behind every one of its 24 doors.

Festive baking also takes pride of place with Christmas essentials such as richly fruited Mince Pies and Christmas Cake, alongside the full panettone range. In addition to the signature Three Chocolate Panettone and the Classic Panettone for which Birley has become so well known, the Macallan Whisky Panettone made in collaboration with the world-renowned distillery returns for a second year. A Cinnamon & Caramel Panettone also joins the festive menu for the first time. Enriched with a touch of candied orange and generous swirls of blond chocolate infused with Ceylon cinnamon, the completely new panettone is hand-finished with a cinnamon‑spiced glaze and delicate inserts of almond paste infused with the same warm spice.

For those who like to add a personal touch, visitors are invited to curate their own Christmas hamper from the offering in store, building a bespoke gift as individual as its recipient, beautifully packed and ready to give. Hampers can be filled to the brim with other Birley favourites including chocolate-coated nuts, candied Marrons Glacés and Birley’s own Christmas crackers, which are new this year and each contain a gold paper crown, a classic festive joke and dark chocolate Christmas-tree treats.

A WARMING CUP TO GO

As no winter stroll is complete without something warming in hand, the shop will serve Birley’s rich hot chocolate to take away in its festive red and gold cups and perfectly balanced for every palate.

“Christmas is always a special time for us at Birley Bakery, so I’m delighted that we’ll be at Burlington Arcade this year. In the heart of Mayfair, it feels like a very natural setting for our Christmas collection, panettones and Birley Chocolate,” commented Vincent Zanardi, Director & Executive Head of Bakery and Pastry.