Incorporating the Belong Heritage Gallery as a dementia friendly facility at the heart of the village, Belong Newcastle-under-Lyme is a care setting with a difference. It links the past and the present through people, their memories and a shared exploration of our heritage, providing a unique dimension to enrich the lives of older people living in Belong. Pop in for a tour and enjoy a warm welcome.

Lower Street, Newcastle-under-Lyme, Staffordshire ST5 2RS

Sat nav postcode for parking: ST5 2SY (Stanier Street)

Reception telephone: 01782 986 300


Belong Heritage Gallery

The Belong Heritage Gallery forms part of the village centre that is open to the public. It builds on Belong’s expertise as a provider of services for people with dementia and the building’s colourful past to create a local facility that links the past and the present and becomes known as a beacon of excellence in supporting people with dementia.

The gallery also houses the Experience Day service, which enables older people to access activities in a structured and supported way (a type of day care). Its facilities provide the venue for a range of heritage activities that are open to people in the local community. Our Experience Days usually run from 10am to 4pm. To find out more contact us here.


A range of spaces

Part funded by the Heritage Lottery Fund to enable the integration of an iconic grade II listed building, the Belong Heritage Gallery makes Belong Newcastle-under-Lyme one of the most diverse and ambitious care villages launched by the not-for-profit organisation Belong.

Its facilities include Samuel Bell’s Tea Room, The Reminiscence Lounge, The Old Pomona Inn, a library, creative studio and range of exhibition spaces. For more information on this iconic venue, see our dedicated website


Rich heritage

The Belong Heritage Gallery dates back to the 17th century and was first recorded as the home of Elizabeth Gaskell, which she sold in 1655 for £34. It went on to become the town’s first and only pottery in the 18th century, first under Samuel Bell then William Steers and latterly Joseph Wilson.

It went on to become a coaching inn in the 18th century, and underwent a range of uses in the 19th century, as a community hall, a school annexe and finally a clubbing venue, first known as the Placemate, then Sammi Belles before being relaunched as Maxims Wine Bar and Nightclub.


Loving restoration

After over a decade of neglect, the building was able to be restored thanks to a visionary partnership between Belong and the developer Prime, who successfully bid for funding from the Heritage Lottery Fund to enable the grade II listed building to be brought back into use.

Today it houses a range of spaces used by the Belong community as well as being open to the general public and accessible to the wider community. Heritage tours are provided regularly with full details of its heritage events and opportunities programme available in the village What’s On.