How London's Oldest Tea Shop Became An Immersive Story
Visual Merchandising and Retail Design|September 2020
How London's Oldest Tea Shop Became An Immersive Story
Twinings’ reopened historical flagship store, designed by creative agency Dalziel & Pow, is an experiential ode to the brand’s rich heritage, innovation, wellness, lifestyle and ethical sourcing. It is also a tea aficionado’s delight.
N. Jayalakshmi


Originally opened by Thomas Twining in 1706, the 216 Strand store is London’s oldest tea shop. Today, it’s a popular tourist destination and Twinings’ sole-owned direct to-consumer store worldwide.

The brief to creative agency Dalziel & Pow (D&P) was to transform the store from a transactional retail space into the true “spiritual home” of the Twinings brand. With a broad set of customers visiting the store, creative agency Dalziel & Pow identified shoppers through their mindset - from the ‘tea tourist’ to the ‘tea aficionado’ - with the aim of always delighting the curious.

The quaint 80m2 space was thus designed to make the customer journey in the store more meaningful - “encourage them to learn more about the brand in a way that is relevant, and adds value to their experience in an intriguing and surprising way”, as informed by Dalziel & Pow.


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September 2020