For fly fishermen around the world Farlows of Pall Mall is the proverbial Mecca.

Seen by many as the birth place of the sport, the brand had outgrown its premises in the Royal Arcade and when the opportunity came to relocate to a grand building at the junction of Regents Street and Pall Mall, the call went out to JHP.

The new store is packed with all the kit and gadgetry of the noble art but is museum like in its presentation.