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The episode was set in 2010 rather than the Victorian period and so used modern devices such as mobile phones, [[TX1|TX1 London cabs]] and [[nicotine patch]]es rather than the traditional [[Smoking pipe (tobacco)|pipe]] and other period props.<ref name="Wollaston">{{cite web|url=https://www.theguardian.com/tv-and-radio/2010/jul/26/sherlock-orchestra-united-tv-review |title=Sherlock has a great new take on the characters - but what happened to the plot |journal=[[The Guardian]] |date=26 July 2010 |accessdate=4 May 2012|first=Sam|last= Wollaston}}</ref> The change from a pipe to a nicotine patch reflected changing social attitudes and broadcasting regulations.<ref name="herald">{{cite news |title=Times have changed but crimes are the same for new Sherlock Holmes |url=http://www.heraldscotland.com/news/home-news/times-have-changed-but-crimes-are-the-same-for-new-sherlock-holmes-1.1042129 |first=Brian |last=Pendreigh |date=19 July 2010 |work=The Herald |accessdate=5 May 2012}}</ref> Director [[Paul McGuigan (filmmaker)|Paul McGuigan]] says that using modern technology is in keeping with Conan Doyle's character, pointing out that "In the books he would use any device possible and he was always in the lab doing experiments. It's just a modern-day version of it. He will use the tools that are available to him today in order to find things out".<ref name="herald"/> Sherlock Holmes still lives at the same [[221B Baker Street|Baker Street address]] as in Conan Doyle's stories.<ref name="telegraph modern">{{cite web|url=https://www.telegraph.co.uk/culture/tvandradio/3852882/BBC-to-make-a-modern-day-Sherlock-Holmes.html|title=BBC to make a modern-day Sherlock Holmes|work=The Daily Telegraph|date=19 December 2008|accessdate=5 May 2012}}</ref> However, it was filmed at 185 [[North Gower Street]].<ref name="dyk"/> Baker Street was impractical because of the number of things labeled "Sherlock Holmes", which would need to be disguised.<ref>{{cite video|people=[[Benedict Cumberbatch|Cumberbatch, Benedict]]; [[Martin Freeman]]; [[Mark Gatiss]]|date=2010|title=[[Audio commentary]] for "''The Great Game''"|medium=DVD|publisher=BBC|work=Sherlock - Series 1 DVD}}</ref>
Filming on the pilot began in January 2009 on location in London and Cardiff. It was written by Moffat and directed by [[Coky Giedroyc]].<ref>{{cite press release |title=BBC Drama announces 'Sherlock', a new crime drama for BBC One |publisher=BBC Press Office |date=19 December 2008 |url=http://www.bbc.co.uk/pressoffice/pressreleases/stories/2008/12_december/19/sherlock.shtml |accessdate =27 December 2008}}</ref> A seven-hour night shoot took place on 20/21 January at the No Sign bar in Wind Street, [[Swansea]]. The bar had been redesigned as an Italian restaurant for the shoot, where Holmes and Watson dined.<ref name=Exclusive/> Location managers selected the bar as the venue because they needed a building that could double as an Italian restaurant that was close to an [[alley]].<ref>{{cite news|author=Staff |date=19 January 2009 |url=http://www.thisisswansea.co.uk/news/Bar-mystery-solved-detective-work/article-625956-detail/article.html |archive-url=https://archive.
According to Moffat and Gatiss, the BBC liked the pilot so much that they ordered three 90-minute films. However, the pilot version of "A Study in Pink" had been produced as a 60-minute film. The producers felt that they could not simply add another half an hour to the episode—they had to film it again.<ref name="unlocking">"Unlocking Sherlock", documentary included on the Series 1 DVD/Blu-Ray release</ref> Producer [[Sue Vertue]] adds that additional footage to increase the length would not have matched because a different [[director of photography]] and a superior camera were used when filming the series.<ref name="unlocking"/>
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