Fortnum & Mason revamps third floor of Piccadilly flagship
Fortnum & Mason is revamping the third floor of its flagship store in London’s Piccadilly as it looks to attract a wider range of shoppers.
The retailer is using the space to create an experiential hub dedicated to “extraordinary” food and drink.
In a purpose-built studio, customers will be able to take part in customer workshops, tastings, live cooking demonstrations, and experimentation in a new multi-use kitchen. The space will also be a production kitchen where over 100 Fortnum’s chefs will create, taste and master recipes, and supply the Piccadilly store with Fortnum’s classics such as Scotch Eggs and Beef Wellingtons.
In addition, the studio will have full broadcast and streaming capabilities where content creation will span chef’s tables, supper-clubs, masterclasses, workshops, book launches, podcasts and conversations with experts from the world of food and drink.
Also on site is Fortnum’s own copper vacuum still where customers can choose a personalised small batch ‘Made in Piccadilly’ London Dry or Pink Gin distilled on-site.
The space also features a new Cook Shop, dedicated library, bookshop and area for Fortnum’s Hamper range.
Fortnum & Mason chief executive Tom Athron said: “Ever since William Fortnum met Hugh Mason and started a business, Fortnum & Mason have been in search of extraordinary new food and drink experiences, so it seems only natural to create a home dedicated to this search.
“Set in the heart of 181 Piccadilly, the new 3rd floor is an experiential space designed for sharing our knowledge of and love for food. It’s a space where all are welcome, to experiment and learn, craft and produce; where beginners are encouraged to participate in the joys of food and drink and where playing with food is absolutely encouraged.
“With the launch of our new Food & Drink Studio and all that comes with it, we are looking forward to a new era of retail with sustainability, innovation and customer experience at its very core.”