Fortnum & Mason pays homage to craft through in-store exhibition

Fortnum & Mason With Love Project display

London department store Fortnum & Mason is celebrating the passion of British artisans through an installation in its menswear department.

The retailer is teaming up with the With Love Project to help launch its book documenting artisans in fields as diverse as sign writing and baking. Pairing with these craftsmanship-focused storytellers will help Fortnum & Mason highlight its own focus on the makers behind the products it carries.

“The project really struck a chord with me as it focuses on British-based designer makers, and this is something that is also integral to Fortnum’s own brand values – we source the majority of our menswear edit from British based brands, and we look to support designer makers and young designers wherever we can,” said Sarah Burton, men’s, women’s & loungewear buyer at Fortnum & Mason.

“I loved the focus on the people behind the brands, as well as the stories behind the beautiful product,” she said. “I worked closely with the team at With Love to select brands they know well and that would particularly appeal to Fortnum’s menswear customer.”

Love of craft
The With Love Project was founded by Rob Evans and Chris Roberts with the goal of telling a handful of stories about makers, allowing the artisans to explain their own sense of purpose. Working as an art director and photographer in London, the duo was interested in getting outside of their technology-driven lifestyles to meet people who create with care and who take time to produce.

With Love’s Chris Roberts and Rob Evans

Instead of the expected five or so responses, the interest led to profiles of 40 individuals. They ended up taking a 3,000-mile road trip extending from the Hebrides to Cornwall.

When meeting each subject, the creative duo simply asked them, “Why do you do what you do?” This enabled them to get a feel for the inspiration and driving force behind mastering a particular skill.

Along their journey, they met the current generation of a 700-year old family wheelwright business, glass artists, weavers and seven brothers who together run a brewery.

The results of these interviews are compiled in a documentary film and a hardcover book, with printing crowd funded by a Kickstarter campaign.

Celebrating the book’s release, Fortnum & Mason is hosting an event at its flagship Piccadilly store. The retailer has chosen a number of artisans featured in the book to be showcased in displays within its menswear department.

Fortnum & Mason’s With Love Project display

Visitors can see the individual pieces that go into Ajoto’s pens or view the outdoor readiness of Trkke’s backpacks.

Fortnum & Mason is also hosting a “Meet the Makers” event on July 21 from 6:30 to 8:30 p.m. GMT, allowing consumers to hear from the With Love team and brands covered in the book. Attendees will be able to ask questions and take advantage of a complimentary bar.

Making a connection
Fortnum & Mason frequently hosts events where shoppers can get face time with the people who make products.

For instance, the store invited affluent holiday consumers to its second floor for an exclusive event where designers were on-hand to introduce their merchandise.

Fortnum & Mason’s Enchanted Evening in 2013 was held among the retailer’s displays of fragrance, jewelry and women’s accessories to provide further ideas alongside the featured designers and products. Introducing consumers to the designers and artisans of items for sale illuminates the bond between art and consumption that may lead to repeat purchases (see story).

British fashion label Burberry also gave consumers a close-up view of artisan skills with a month-long series of bespoke experiences at its global flagship.

Exclusively at the store on London’s Regent Street throughout the month of June, consumers could have items personalized with hand embossing or take in installations based on Burberry’s latest collection. Taking the retail environment beyond a mere point of sale is a way to convince consumers to make a trip to a physical store (see story).

“People love shopping at Fortnum’s because they know they will find something unexpected and special; a unique curation of wonderful goods with incredible provenance and integrity that you won’t find elsewhere,” Ms. Burton said. “Sharing these stories gives the customer an opportunity to really connect with the product.”

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