Fortnum's turned biscuits into a destination with The Biscuitorium at Piccadilly

The venture had to celebrate Fortnum's heritage recipes and flair for biscuits while establishing a distinct identity that still felt 'unmistakably Fortnum's'.

Give the biscuit hall its own name and identity — The Biscuitorium — anchored by a clock graphic borrowed from the flagship's 1964 facade timepiece.

Design Bridge and Partners built the name and visual identity: the clock as a flexible asset across packaging and digital, jewel-like colours beside the classic Fortnum's blue, and piped icing stripes on boxes. Six new biscuit ranges launched with the opening, including the Whoppalossus — Fortnum's largest ever biscuit at 400g and 15.5cm — and a Biscuit for Drinks collection; Design Theory collaborated on the in-store experience, with a Made in Piccadilly counter and a Giant Biscuit House handmade by Biscuiteers, plus a zoetrope-style social animation.

The Biscuitorium opened at Piccadilly in May 2026 with six new biscuit ranges, transforming biscuits from a fixture into a named destination inside the store.

In May 2026, Fortnum & Mason launched The Biscuitorium, a biscuit-focused retail space at its Piccadilly flagship in London, with more than 2,000sqm dedicated to biscuits. The space brings together heritage recipes and new flavours through theatrical retail displays, and was created in collaboration with Design Bridge and Partners, which built the bespoke name and visual identity.

Central to the identity is a clock graphic inspired by the large timepiece that has sat at the front of the flagship store since 1964. The clock acts as a playful addition across packaging and a flexible asset for digital formats, while rich jewel-like colours sit alongside the classic Fortnum's blue, and piped icing stripes adorn boxes in celebration of the brand's craftsmanship. Global executive creative director Claire Robertshaw said naming it The Biscuitorium set out 'to transform biscuits from a fixture into a destination, creating a sense of theatre, ritual and discovery'.

The opening came with six new biscuit ranges, including the Whoppalossus — at 400g and 15.5cm in diameter, the largest biscuit Fortnum's has ever made — and a Biscuit for Drinks collection designed to accompany the store's tipples. Design Theory collaborated on the in-store experience, where visitors are greeted by towering displays of biscuits, tins and teapots, alongside a Made in Piccadilly counter of biscuits handcrafted in-store and a Giant Biscuit House — a biscuit reimagining of the Piccadilly store — handmade by Biscuiteers.

Design Bridge and Partners also created a social media campaign to support the launch, including a circular zoetrope-style animation inspired by the shape and patterns of the biscuit tins, alongside teaser content and shareable moments.

A heritage store gave one category its own name, identity and 2,000sqm of theatre, betting that a single food could carry destination status.

The identity quotes the parent brand through one artefact — the 1964 facade clock — instead of repeating its logo world.

Product theatre backed the branding: a 400g Whoppalossus and a biscuit replica of the store itself gave the opening its own news.

A sub-brand can borrow one unmistakable relic of the parent — a clock, a colour — and paraphernalia of the craft itself, like icing, to feel related without being a copy.

Creative Review covered the launch in May 2026, noting Design Bridge and Partners had just been named Design Agency of the Year at Creative Review's Annual Awards.