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Fortnum & Mason Coronation Collection a storytelling triumph

Department store Fortnum & Mason have launched an extensive Coronation Collection as well as a ‘behind the scenes’ look at the designs and products. According to… View Article

DEPARTMENT STORE NEWS

Fortnum & Mason Coronation Collection a storytelling triumph

Department store Fortnum & Mason have launched an extensive Coronation Collection as well as a ‘behind the scenes’ look at the designs and products.

According to the retailer, the Coronation “is a time for celebration, reflection and delicious exploration”. The firm have released a Coronation library which includes the stories of developing the designs and products in the collection.

The new collection is filled with pieces inspired by not only British history, but King Charles III himself and includes hampers, teaware, wines & spirits and gifts.

The packaging is specifically inspired by previous iconography of royal pageants and ceremonies through the centuries and features a rich palette of regal colours, heraldic motifs, iconic typography, and a cast of animals from the Commonwealth and beyond.

Fortnum’s worked with three artists to create both the designs and the packaging for each piece in the range turning each piece into a ‘keepsake’.

They have released a series of videos not only explaining the importance and the craft behind the designs, but a look at the people involved in the product journey and the artistry involved.

“Storytelling is important to all Fortnum design so we wanted to create a design that was reflective of the moment, but also melding of historical aspects” said  Yvonne Isherwood, Head of Product & Packaging Design at Fortnum & Mason.

The artists include Jethro Buck, a fine artist and specialist in miniature painting, Lucy Morrish, a Lincolnshire based fine artist and Timothy Noad, Calligrapher & Heraldic Artist.

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