Wedgewood breaks old mould

Ceramics giant Wedgwood has appointed Virgile & Stone to redesign interiors for over 300 outlets across the world.

The redesign is part of the company’s response to changing consumer attitudes to tableware and giftware purchases, says a V&S spokeswoman.”Wedgwood has previously been perceived as exclusively for special occasions and this is changing with the tableware designs increasingly bought for daily use and as more informal gifts,” she says.

According to V&S associate director Frances Williams, the new design concept “will bring Wedgwood’s brand values of quality and craftsmanship to life in a dynamic, contemporary form.” The new concept is due to be piloted in October.

V&S has been creating fixtures and graphics specifically for the company’s sites in the US, and won the interiors job in a three-way credentials pitch.