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.

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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.”