A tearoom retail concept for Wedgwood’s eclectic consumer

Welcome to Wedgwood, the place to host, entertain and inspire. This new ‘north star’ brand positioning was designed to evolve this pioneering heritage brand into a luxury lifestyle brand that breaks all the boundaries of traditionalism. Given our expertise in modernising British heritage brands, we worked with the team at Wedgwood to completely re-imagine their customer experience design in line with their new brand strategy.

Inspired by an international shift in luxury design codes - away from minimalist uniformity to original eclecticism - we created Wedgwood’s new global retail design concept to invite consumers to mix and match collections and express their own unique interior style. With a 260-year heritage of innovation and design to draw upon, we re-imagined their customer experience design infusing it with modern, cultural relevance. Synonymous with afternoon tea, we designed a tea room retail concept to reflect their new luxury lifestyle brand positioning. Offering tea tasting and afternoon teas that would be coveted by international consumers looking for a quintessentially British experience. Re-introducing Wedgwood to the world with a creative and commercially successful global retail identity.

Our new global retail identity design strategically positions Wedgwood as a homeware retail destination for luxury, design-savvy consumers that use their homes as a canvas for self-expression. The creative retail interior design concept first launched in China, celebrates the Wedgwood people know and love, but with a new eclectic, lifestyle-focused twist. Both the Shenzhen and Shanghai tea room retail concepts quickly became the brand’s top trading stores globally. The design has now gone global, being rolled-out across their retail portfolio including boutique stores in Selfridges, London and at the World of Wedgwood.

Following the launch of Wedgwood’s new global retail design concept, we worked with the brand to bring to life their new brand positioning in a series of global brand re-launch campaigns. Working together with the brand, we developed an overarching brand campaign direction that all seasonal stories, occasions and new product launch campaign activity and messaging would revolve around.

Our creative strategy was simple, shifting their marketing communications from ‘how to’ to ‘when to’. With this in mind we devised - ‘Wedgwood, whenever the moment takes you…’ with an aim to inspire creativity and position Wedgwood products in contemporary contexts throughout the year. The first seasonal story to fall under this global brand campaign was the ‘Art Of Flowers’ - focused on the brand’s new and iconic vases. Bringing to life our art direction and content creation style for this seasonal marketing campaign, Wedgwood collaborated with flower ateliers Katie Symth and Terri Chandler from floral design studio Worm in Clapton, East London.

If you are looking for a global retail design agency in London to lead your brand experience project, let’s talk. You can also check out some of our most creative retail interior design concepts on our work page, or take a look at our Wonder blog for the latest creative inspiration and industry insights.

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