Belong Newcastle-under-Lyme is due to open on Lower Street on 9th April and will provide 24-hour nursing and dementia care facilities for 72 residents in six households and 28 apartments for independent living, along with a range of community facilities.

It will boast an extensive village centre, including bistro, exercise studio and therapy room and also a unique Heritage Gallery housed in the historic Grade II listed building that has been distinguished throughout the years as Samuel Bell's Pottery, The Old Pomona Inn and most recently the iconic Maxims nightclub, which closed in 2006.

Thanks to National Lottery players, the Heritage Lottery Fund has awarded a £1.8 million grant to transform the once derelict building into the Belong Heritage Gallery.

The gallery will be integrated within the village centre and will aim to link the past and present through shared memories, experiences and reminiscence. It will form the base for Belong's Experience Days service, specialist day care for older people, and aims to become a dementia centre of excellence.

Featuring Samuel Bell's tea room, a recreated Old Pomona Inn with licensed bar, a reminiscence room, craft and activities room and hair salon with nail bar, the gallery will offer a range of activities and opportunities for people to engage with local heritage.

To find out more about the project, please visit or to register your interest in our preview days taking place on Wednesday 4th, Thursday 5th, or Friday 6th April, call one of our advisors on 01782 581351.


Find us:


Belong Newcastle-under-Lyme

Lower Street





Enquiries: 01782 581351

Heritage Lottery Fund