How London's Oldest Tea Shop Became An Immersive Story
Visual Merchandising and Retail Design|September 2020
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
How London's Oldest Tea Shop Became An Immersive Story

LONDON

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.

Thus the design team conceived of four ‘Moments of Curiosity’ in the customer journey, using interactive display and storytelling. One of these touchpoints is the ‘Wellbeing’ moment where customers place their hands on a dome that represents their desired state of wellbeing, triggering animations that detail product ingredients and tea blends as well as lifestyle tips, resonating with the different ways that consumers feel.

This story is from the September 2020 edition of Visual Merchandising and Retail Design.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

This story is from the September 2020 edition of Visual Merchandising and Retail Design.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

MORE STORIES FROM VISUAL MERCHANDISING AND RETAIL DESIGNView All
The Curated Art Of Window Shopping-Delhi
Visual Merchandising and Retail Design

The Curated Art Of Window Shopping-Delhi

The new AIS Window experience center in Delhi designed by Four Dimensions Retail Design redefines the whole experience of buying window solutions in an immersive spatial narrative that blends storytelling and cutting edge technology.

time-read
4 mins  |
March 2021
Retail @ Small Town India: Way To Go?
Visual Merchandising and Retail Design

Retail @ Small Town India: Way To Go?

Even as markets get re-adjusted to a post-Covid reality and retail brands realign their business strategies to shifting market dynamics, India’s tier2-3-4…markets might just be what the retail economy needs to get back on growth track.

time-read
3 mins  |
March 2021
Where the police go to shop - RAJKOT
Visual Merchandising and Retail Design

Where the police go to shop - RAJKOT

Designed by IKS ARCHITECTS, the Dhiraj Police Store in Rajkot, Gujarat, has been conceptualised to craft a unique retail experience. Located in an urban dense fabric on the ground floor of a commercial building near the old city, the government licensed store is designed to serve the police force and associated dignitaries.

time-read
3 mins  |
March 2021
For the love of Laminates… SURAT
Visual Merchandising and Retail Design

For the love of Laminates… SURAT

The EightxFour Experience Centre by Shivshakti Laminates is an experience centre of a leading laminate and veneer retailer of Surat, created in an erstwhile textile manufacturing unit. Designed by Utopia Designs, the centre’s design focuses on effective display strategies, both tried-and-tested and new, within an industrial vocabulary.

time-read
3 mins  |
March 2021
Tyre retailing takes experiential route with Bridgestone Select +
Visual Merchandising and Retail Design

Tyre retailing takes experiential route with Bridgestone Select +

Bridgestone India, one of the leading brands in the passenger car tyre segment, recently launched the country’s first concept store in Pune. Designed by LANDOR & FITCH, the store offers an educative tyre buying and service experience, while redefining the whole retail experience in the category .

time-read
2 mins  |
March 2021
When design enables purchases in a hypermart - DELHI
Visual Merchandising and Retail Design

When design enables purchases in a hypermart - DELHI

Departmental stores are spaces where the functional aspects take centre stage and design is more a matter of simply enabling product purchases. But Kwality Bazaar, Delhi, designed by Aatika Manzar, accentuates the incredibly important role design and aisle planning play in enhancing the shopping experience and thus maximising sales, in a supermarket environment.

time-read
3 mins  |
March 2021
High on hospitality - RAIPUR
Visual Merchandising and Retail Design

High on hospitality - RAIPUR

Spread over an area of 50,000 sq. ft., and designed by Raipur based Azure Interiors, Clarks Inn Suites,the 52 key suites hotel is all about elevating the experience quotient of the space.

time-read
2 mins  |
March 2021
The Design Divas…
Visual Merchandising and Retail Design

The Design Divas…

It’s the month that celebrates women with the International Women’s Day observed on March 8th. In this edition, we present three women entrepreneurs working in the retail design space who share their experiences and professional insights in an exclusive interaction with VMRD. Read on…

time-read
5 mins  |
March 2021
Reformed, restyled & restored - MUMBAI
Visual Merchandising and Retail Design

Reformed, restyled & restored - MUMBAI

Mumbai based Miyabi store designed by NACL ( Natasha Aggarwal Creative Living) is a stress-free fashion space that enables customers to browse and shop in a relaxing retail ambience.

time-read
3 mins  |
March 2021
A rich narrative with diverse materiality - AURANGABAD
Visual Merchandising and Retail Design

A rich narrative with diverse materiality - AURANGABAD

Pehnawa is a three-storey fashionwear outlet in Aurangabad, designed by Portico Design Concepts. Spread across 5,400sq.ft., the space’s striking design adds its own muscle to the showroom experience.

time-read
3 mins  |
March 2021