ABOUT

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.