Fortnum & Mason’s ambition was to create a destination for jewellery that celebrates both established and up-and-coming designers in a unique and authoritative way. It appointed 20.20 (www.20.20.co.uk) to create the concept, which is sensitive to the Fortnum & Mason heritage and the craftsmanship of jewellery, whilst embracing the modernity and progressive attitude of an evolving department store.
The jewellery department has been given a new, more intimate location on the second floor. Spanning across 120 square metres, including the Rock Vault exhibition, the interior is now a refined balance of tradition and modernity that complements the new collections on offer at the store.
Bespoke furniture, cabinetry, hand drawn wallpapers and a special consultation space have also helped to create a truly individual retail space, with illuminated cabinets and vitrines highlighted by ornate antique picture frames, and accentuated by hand-drawn panelling and an illustration by artist, Rory Dobner.
Dan Leach, 20.20’s creative lead on the project, said: “We have been able to create a treasure trove for the inquisitive Fortnum customer to discover. The blend of heritage and innovation that is evident both in product and environment helps to create a unique shopping experience. With the warm metallic palette, underlying residential feel and Fortnum’s trademark service, customers now have a jewellery department to feel at home in.”