The 316 year-old retailer has reopened the third floor of its shop on Piccadilly as a ‘creative hub’ focused on food and drink.
The Telegraph reported that the floor, which used to house the menswear department, but was closed during the pandemic, has been recently revamped.
Tom Athron, chief executive at Fortnum & Mason, commented: “The whole strategy around Fortnum has been, for a while now, to become more relevant to more people more often.
“It’s less about a sort of gross exclusivity of the mystique of formidableness but much more about being warm and welcoming and inclusive and all of those things.”
The renovated third floor will host cooking demonstrations by international and in-house chefs, as well as a gin distillery. The revamp will also include a hamper personalisation service and a cookshop which will sell kitchenware, cook books and ingredients such as oils, spices and seasonings.
Tom continued: “Not only did Covid give us the sort of time and space to really think about what we might want to do with the space, but it’s allowed us to think about what direction we want to take Fortnums in more broadly.”
