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Twinings 216 Strand

Twinings’ historical flagship store has reopened with a fresh new concept by creative agency Dalziel & Pow. The newly refreshed store invites customers to discover the brand’s unique story—focusing not only on its rich heritage but also on innovation, wellness, lifestyle and ethical sourcing. Originally opened by Thomas Twining in 1706, the 216 Strand store is London’s oldest tea shop.

Dalziel & Pow were tasked with transforming the store from just a retail space into the true spiritual home of the Twinings brand. With a broad set of customers visiting the store, Dalziel & Pow identified shoppers through their mindset—from the “tea tourist” through to the “tea aficionado”—with the aim of always delighting the curious.

The 861-sq.ft. space was designed to encourage customers to learn more about the brand in a way that is relevant. Dalziel & Pow designed four “Moments of Curiosity” that punctuate the customer journey, using interactive display, content and storytelling. “Pioneering Spirit” maps out the history of the brand through a collection of stories told through time.

“Sourced with Care” tells the story of Twinings’ ethical sourcing program and their initiatives aimed at improving the quality of life in their suppliers’ communities.

“Sourced with Care” tells the story of Twinings’ ethical sourcing program and their initiatives aimed at improving the quality of life in their suppliers’ communities.

“Blenders Stories” focuses on six of the brand’s Master Blenders, revealing their experiences working with Twinings and diving into the tastes and stories behind their favorite blends.

A tasting bar sits at the end of the store is surrounded by large-scale digital screens that act as an immersive window into the tea plantations where Twinings source teas and key botanicals from around the world. Slow-moving images of gardens and herb fields create an atmospheric space and transport visitors to the product source as they are invited to touch, smell and taste the tea during the entire brewing process.

A tasting bar sits at the end of the store is surrounded by large-scale digital screens that act as an immersive window into the tea plantations where Twinings source teas and key botanicals from around the world. Slow-moving images of gardens and herb fields create an atmospheric space and transport visitors to the product source as they are invited to touch, smell and taste the tea during the entire brewing process.

Materials like grasscloth, raw oak, brass and stone have been used to give a sense of natural craft, quality and authenticity while always making the product the vibrant hero.

Materials like grasscloth, raw oak, brass and stone have been used to give a sense of natural craft, quality and authenticity while always making the product the vibrant hero.

Lighting has been designed to give the space a warm glow and highlight the product in a way which feels fresh and accessible.

Lighting has been designed to give the space a warm glow and highlight the product in a way which feels fresh and accessible.

For a more in-depth immersion into the world of Twinings, the basement has been transformed into a private tea-tasting bar where customers can pre-book a masterclass or hold private events. The space has a distinctly different feel, with oil paintings of the Twinings family hanging on deep blue walls.

For a more in-depth immersion into the world of Twinings, the basement has been transformed into a private tea-tasting bar where customers can pre-book a masterclass or hold private events. The space has a distinctly different feel, with oil paintings of the Twinings family hanging on deep blue walls.

Twinings’ historical flagship store has reopened with a fresh new concept by creative agency Dalziel & Pow. The newly refreshed store invites customers to discover the brand’s unique story—focusing not only on its rich heritage but also on innovation, wellness, lifestyle and ethical sourcing. Originally opened by Thomas Twining in 1706, the 216 Strand store is London’s oldest tea shop.

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