Our Work / Fortnum & Mason


Fortnum tasked CADA with transforming the confectionery department into a world-class destination, one that embodies Fortnum’s main mission of ‘a sense of pleasure’. The space would need to be maximally shoppable, and would need to be a forward evolution in terms of the aesthetic. Attention to detail was crucial.

Fortnum & Mason, ground floor confectionery department and chocolate library.


CADA successfully met its targets by completely reimagining the relevant sections of the store. Sophisticated lighting, signage and branding were introduced to highlight relevant products, while layout and display were all enhanced to improve total sales. Overall, Fortnum and Mason said that the design has been successful and improved LFL sales. CADA have been asked to improve a number of other store elements on an on-going basis.

The new, lighter colour palette.

CADA worked with Fortnum’s to create a world-class, beautiful destination for chocolate and confectionery on the ground floor at their historic Piccadilly store. The department is playful, sensory and immersive, from aroma jars and daily tastings to a live chocolatier station and even hot chocolate on tap. It is a shining example of confectionery and retail best practice.

World of Confectionery, Fortnum & Mason, Piccadilly.

Designed as a sweeping, sweet-filled amphitheatre, Fortnum’s loose chocolate counter is a gateway to discovering hundreds of different varieties under one roof. It is an ode to abundance, with four tiers of chocolate through 180 degrees. The new counter in the round enhances the customer experience by producing a more circular shop, enabling the merchandise to always face the customer.

The overall pallet is lighter which allows the traditionally dark product to stand out. This, along with a bespoke lighting scheme—produced in partnership with Spiers and Major—showcases the product and differentiates the department from the rest of the ground floor, creating an enticing shopper destination.

Chocolate Library, left. Fortnum & Mason, Piccadilly.

‘Fortnum follies’ as they are affectionately known, offer instore interaction that tell the stories around each product range. In this case, cheeky bronze squirrels (a nod to the fact that squirrels are known to steal coco beans while they are laid out in the sun to dry), sit on the back counter with a collection of truffles taken from the expansive range on show.

Introducing technology in an environment steeped in rich heritage needed to be executed in a considered way. Video content is softly projected onto a marble backdrop educating customers on the hand-made English heritage of Fortnum’s chocolate.

The elegant sweeping design.

CADA has a longstanding relationship with Fortnum & Mason, and are proud to have designed and realised this latest store departmental concept with the much-loved brand. We are looking forward to future collaborations.

Photography credit: ©Andrew Meredith 2019

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