20.20 creates Fortnum & Mason jewellery department

20.20 has created the interior concept for the new jewellery department of Fortnum & Mason at its London Piccadilly store. 

20.20 design for new Fortnum and Mason jewellery department

Commissioned in November 2012, consultancy’s concept is sensitive to the iconic British department store’s heritage while taking account of its retail requirements and its objective to showcase contemporary and up-and-coming jewellery designers.

20.20 design for new Fortnum and Mason jewellery department

Tasked to ‘create a destination for jewellery enthusiasts – existing and new’ 20.20’s creative lead on the project Dan Leach says he looked to create a ‘treasure trove’.

The interior concept features a warm metallic colour scheme, with a Swarovski chandelier, hand-drawn wallpapers and bespoke cabinetry.

20.20 design for new Fortnum and Mason jewellery department

He says, ‘It is a place for the inquisitive Fortnum’s customer to discover. The blend of heritage and innovation that is evident both in product and environment helps to create a unique shopping experience.’

20.20 has developed the concept from start through to implementation in five months. Leach says, ‘Timings were tight and we wanted to ensure that the department had the right attention to detail.

20.20 design for new Fortnum and Mason jewellery department

‘We overcame it by working collectively, attending all sessions together and having a joint goal and ambition to what the end result should be and look like.’

20.20 design for new Fortnum and Mason jewellery department

Located on the second floor of the department store, and spanning 120m2, the department is currently hosting the Rock Vault exhibition by the British Fashion Council. Running from 22 March – 21 April the exhibition features jewellery from Tomasz Donocik, Melanie Georgacopoulos and Fernando Jorge.

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