Fortnum & Mason has announced a ground-breaking project to revolutionise the 3rd floor of its historic flagship, 181 Piccadilly, creating an experiential hub dedicated to extraordinary food and drink.
Customers will be able to collaborate with guests from every corner of the culinary world in a purpose-built Food and Drink Studio where they can take part in 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.
The space is designed to be a creative hub for anyone with an interest in food and drink innovation – an interactive space where customers can engage with tastings, live food-theatre, and the discussions and co-creation that form the backbone of the progressive food and drink industries. The studio will also be 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.
Also on site is Fortnum’s own copper vacuum still, Amalthea, 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.
The space will also 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 floor combines Fortnum’s historic charm with the latest thinking in circular design, using future-focussed sustainable materials and construction methods.
Fortnum & Mason CEO, Tom Athron says: “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.”
The low down
Food & Drink Studio
Equipped with its heritage as a culinary pioneer, Fortnum’s will be creating a hub dedicated to experimenting and learning, crafting and producing; where beginners can meet masters and the craft of food and drink is celebrated.
Set within retractable glass walls on the 3rd Floor, the Food & Drink Studio will house an AV enabled hybrid kitchen and studio, as well as a flexible space for talks and events. Fortnum’s will be bringing the hidden into view, to provide an open platform where all are welcome to participate: from their in-house team to external global talent including producers, growers and makers, journalists and sustainability leaders. The space is designed to be a creative hub for anyone with an interest in food and drink innovation and in this wholly interactive space, customers can engage with the tastings and live food theatre, discussions and co-creation that form the backbone of the progressive food and drink industries.
The Food and Drink Studio will see a programme of bookable events starting this Summer, hosted by a series of domestic and international, gastronomic talent.
Distillery
At the far end of the 3rd floor, customers will see a striking, fully operational vacuum still. It is here that Fortnum’s is launching an innovative ‘Made in Piccadilly’ Distillery in partnership with The Craft Distilling Business, co-founded by Matt Servini and Vanessa Rapier; an industry-leading, innovative duo who have been creating micro distilleries since 2017.
The beautifully designed copper still will create two brand new small-batch Gins – a Dry Gin and a Pink Gin, as well as seasonal options, tinctures and essences. These bespoke recipes will become the house-pours across Fortnum’s hospitality sites. Distillers working in the area will be on hand to talk through the distilling process and encourage interaction via a sensory station, where customers learn about gin flavour profiles, botanicals and aromas. Customers will also be able to watch first-hand as their bottles are being filled and will be encouraged to keep their bottle to refill with future batches. There will also be the option to personalise the bottle – providing the perfect hand-crafted gift, straight out of 181 Piccadilly.
Hampers
Fortnum’s world-famous Hamper offering has been enhanced with a new dedicated area, where customers can effortlessly shop their pre-packed range and indulge in an extended collection of luxury wicker hampers, while exploring brand new personalisation options. Fortnum’s Red Coats will be on hand to provide a bespoke consultation service at the new personalisation hub, where customers can build their own hampers to include favourite Fortnum’s treats, with the option to personalise including luxury wicker liners and bespoke luggage tags. To further customise the contents of the hamper, tailored labels will be available for celebratory Champagne, Sparkling Tea and spirits, alongside hand-crafted items in Piccadilly like blended tea and Piccadilly Gin – firmly securing the Fortnum & Mason hamper as the ultimate joy giving gift.
Cook Shop and Book Shop
Designed with passionate cooks and discerning chefs in mind, the new Cook Shop will feature beautifully crafted and sustainable utensils, linens, and cookware. The expertly curated edit will offer the finest food and ingredients from the best suppliers, including the finest and rarest aromatic oils, spices and seasonings to elevate your dish. If you are on the hunt for new recipes to try, the Cook Shop has a dedicated library and bookshop with cookbooks and guides from a range of both in-house and celebrity chefs.
Sustainable Materials used in the construction of the third floor:
- Cork form(FDS flooring) – EPD certified; sustainably sourced and manufactured.
- Smile Plastics(retail tables) – Crafted using recycled yoghurt pots: fully recyclable
- Spared(Hampers Fixtures)– Unique surfaces made from recycled oyster shells.
- Foresso Timber Terrazzo(Retail shelving fixtures) – made using wood waste product.
- Camira Oceanic Fabrics– (furnishings) made from Ocean Plastics – 100% post-consumer recycled polyester, with 50% SEAQUAL® oceanic plastic waste yarn
- Vescom NorfolkFabrics (furnishings) Upholstery fabric from 100% recycled plastic waste
- Volar Bio Leather– (VM / Stools) Vegan leather with renewable, plant-based materials
