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.
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Esta historia es de la edición September 2020 de Visual Merchandising and Retail Design.
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