Today, Fortnum & Mason unveiled the results of its ground-breaking project to renovate and revolutionise the third floor of its historic flagship at 181 Piccadilly, creating the a new hub purpose built for in-person customer experiences centred on extraordinary food and drink. In this space, customers will be able to collaborate with guests from every corner of the culinary world through customer workshops, live cooking demonstrations, and experimentation in a new multi-use kitchen. The space will also play host to over 100 Fortnum’s chefs as a production kitchen to create, taste and master recipes, supplying the Piccadilly store with Fortnum’s classics such as Scotch Eggs and Beef Wellingtons.
Central to this is the Food & Drink Studio, an open platform for up-and-coming talent with a programme of events hosted by both emerging and established chefs and pioneers from around the globe. It will be a hub for content creation with full broadcast and streaming capabilities. Expect chef’s tables and supper-clubs, masterclasses and workshops, conversations with experts from the world of food and drink, book launches and podcasts. Customers will also be able to tune into events from the comfort of their homes via events streamed live from the studio.
Furthermore, the space will host a new dedicated area for Fortnum’s iconic Hamper range, where customers can indulge in an extended collection of luxury wicker hampers with brand new personalisation options and a focus on re-use and recycling.
"The third floor presented us with an opportunity to create a new destination, combining the best of our Fortnum’s retail and hospitality offering," said Simon Thompson, Chief Customer Officer at Fortum & Mason, of the project. "The new space will bring a little of what we do behind the scenes to the fore, ensuring high levels of customer engagement and interaction.
"I am excited by the entire floor, but the Food & Drink Studio stands out for its multi-faceted uses. It is a space designed to be a creative hub that inspires conversation and experimentation; with a roster of events hosted by established and emerging chefs alongside our own in-house talent, as well as pioneers that are doing something different with food- whether that be in relation to sustainability, ingredients or method."
The Food and Drink Studio is also home to Fortnum’s own copper vacuum still, Amalthea (above), where customers can choose a personalised small batch ‘Made in Piccadilly’ London Dry or Pink Gin distilled on-site, and a new Cook Shop with an expertly curated edit of the finest ingredients, utensils and cookware, supported by a dedicated library and bookshop to meet the needs of the most passionate cooks and aspiring chefs.
"Our brand strives to be accessible and inclusive, and we have always served the curious – those that seek out and appreciate flavour, craft, passion, and innovation," says Thompson. "We want to continue to give our customers exceptional experiences in store, and our new Food & Drink Studio adds to our dynamic retail experience."
See more photos from the space in our gallery below.
