Twinings’ flagship store redesigns to focus on innovation and wellness
Dalziel & & Pow has revamped Twinings’ flagship shop in an attempt to move the focus from a traditional store to a more experience-led journey, based upon principles such as health and way of life.
The store is based in London’s Strand thoroughfare and was opened by Thomas Twining in 1706. It is the capital’s oldest tea shop. The new design wishes to attract the tea brand name’s large audience and end up being the brand name’s “spiritual house”.
London-based Dalziel & & Pow identified 4 demographics for the new retail space, varying from tea amateurs to specialists. The very first were “tea-tourists” or “explorers” to London, particularly from Asian and Middle Eastern areas.
Another was a Twinings fan, drawn to the history of the business. The staying 2 were “tea-totallers” who were aiming to include tea into their way of life and finally the sector’s more experienced “tea-afficionados”.
“A lot of stories to tell”
These moments include “Health and wellbeing” (taking a look at way of life), “Sourced with Care” (which tells the story of Twinings’ “ethical sourcing programme”), “Blenders’ Stories” (which dives into the blending stories behind flavours) and “Pioneering Spirit” (which maps out the history and innovation of the brand).
The entire space is just 80m2, with a walkway at the front which now leads to a tasting bar at the back. As Berridge discusses, the retail design had to lead clients from the entrance through to the heart of the structure. At the back of the building, there used to be an archival-type museum which suggested that the shop might be on a London tourist path for greater tramp. Berridge states that the shop wished to maintain this element however make it feel more “contemporary”.
On entering, there are now domes to press which have desired states of health and wellbeing. These consist of “Unwind and Stop briefly”, “Time and Focus” and “Vibrance and Vigor”. As soon as a minute is selected, a short animation plays on the digital screen above with way of life pointers and flavours to try.
Consumers can then walk through the store to check out the suggested blends. The tasting bar is designed to be a more reflective part of the experience, as clients are taken through the tea-making procedure in information, from the leaves’ drying process to the actual brew itself. Dalziel & & Pow hopes that this provides individuals stories to take away, playing into the social side of the drink.
All the tea is readily available at the shop, and the design studio has worked on the “gifting experience” which intends to include to the “event” of the purchase.
“Tightrope” of style details< img src=" https://s3-eu-central-1.amazonaws.com/centaur-wp/designweek/prod/content/uploads/2020/08/20142520/ACE_DP_Twinings_DSC1418A.jpg "alt="" width=" 750"height=" 500 "> The style for the shop was a”tightrope”in between classic British nods and the history of tea-making, Berridge states. It also needed to match the brand name’s” premium “identity. Going for a “modern” feel was vital, she includes.
Softer lighting that releases a “radiance” has actually been used to communicate the calm and rejuvenation that tea can bring. On other touchpoints, products like grasscloth, raw oak, brass and stone have been used as a method to show a “natural craft”. Brass signs has actually been used throughout as a method to “elevate” the space.
Berridge states that the design likewise aims to be adaptable. Twinings’ items are often vibrant and visually-led, which indicated that the shop needed to function as a sort of framework for the products.
Downstairs is a basement that is being introduced as a VIP experience; it can be hired out for personal tea tastings and events. For Twinings, which has many wholesale clients, it is likewise a beneficial location for meetings, Berridge includes.
Dalziel & & Pow has also dealt with the store’s branding. The intonation intends to be “open” and “transparent”, while the lifestyle-focused approach is highlighted in the photography which includes “warmer tones and more individual images”. All communication is now performed in a typeface motivated by a stencilled tea chest.
The newly-designed store has actually opened with social distancing rules in place. Although finishing touches were being prepared in lockdown, Berridge states that COVID has actually not changed the design too much. Some interactive aspects, such as a “smell jar”, have actually not yet been offered to the general public yet. Other features, like the domes, are being frequently sanitised.
The shift from a more traditional food and beverage retail experience to one that is more bespoke and experience-led has actually suited social-distancing changes, she adds, as client journeys are simpler to manage.
The post Twinings’ flagship shop revamps to focus on development and wellness appeared initially on Design Week.