Twinings’ famous flagship store on the Strand has opened with a reimagined and exciting new concept that projects the brand’s values to the future whilst retaining its important heritage.
After a rigorous selection process, Twinings appointed Collins McKay as the lead consultant for the refurbishment of their unique store on London’s Strand.
The store has been in the same location for over 300 years and is of huge significance to the company’s owners ABF and the Twinings Family who still play a role in its success. The intention was to completely refresh the inside of the store but being a Listed Building, and with an important history to preserve, required a careful but forward-thinking approach to the project.
Collins McKay assisted in bringing the team together which included award winning designers, Dalzeil & Pow, specialist AV consultants Mediazest, as well as planning, heritage, mechanical and, electrical consultants. Once designs were approved, Collins McKay acted as the point of contact for driving the project, co-ordinating the team and ensuring that the project maintained momentum.
Tendering the project, responding to tender queries and analysing then recommending the successful bids was undertaken via the client’s procurement system requiring Collins McKay to integrate with it, demonstrating flexibility and a willingness to adapt to the client’s methodology.
The works were challenged by limited space, the store being only a few metres wide, and the presence of the Covid-19 pandemic created issues which needed a pragmatic solution. Despite this, the project completed within budget.
The finished result is a step-change from the interior that it replaced, with a fresh new concept that maintains the store’s heritage whilst inviting customers to learn more about the store and adds value to their experience in an intriguing and surprising way. With storytelling delivered via interactive displays and a tasting bar surrounded by large-scale digital screens, customers can enjoy an immersive window into what makes Twinings special.
Twinings’ re-imagined flagship reopened in summer 2020.