The iconic British retailer Fortnum & Mason unveils The Biscuitorium at its flagship London store – a brand-new destination measuring over 200sqm dedicated entirely to biscuits. Created in collaboration with WPP global brand design agency Design Bridge and Partners, and brought to life in store by Design Theory, the immersive brand experience invites visitors to step away from the hustle and bustle of Piccadilly into a world of wondrous creations, fantastical sights, musical tins, and biscuity delights. A veritable treasure house showcasing the finest expressions of biscuit-making craft, The Biscuitorium celebrates Fortnum’s long-standing love affair with biscuits, bringing together heritage recipes, imaginative new flavours and theatrical displays, all curated to delight visitors and biscuit-lovers alike.

Tick-tock, biscuit o’clock

Inspired by the visual aesthetic of the biscuits themselves, the new London destination is an experiential playground for biscuit lovers. With new exclusive formats, innovations and visually intriguing experiences, The Biscuitorium has been designed to drive footfall, shareability and convert browsing into more considered purchasing.

Design Bridge and Partners worked with Fortnum & Mason to create the name and visual identity of The Biscuitorium, marking the first time the brand has ever named a dedicated retail space within its store. The visual identity draws inspiration from Fortnum’s longstanding association with clocks given time is central to the biscuit makers’ craft. The Biscuitorium clock is a playful addition to packaging and a flexible asset in digital applications with every detail inspired by the shapes and piping of the biscuits themselves.

A new architecture for the packaging portfolio is deliberately eclectic yet unmistakably Fortnum’s. It invites discovery, encourages exploration, and gently tempts customers to trade up. New packaging designs for the six biscuit ranges celebrate the artistry, craftsmanship and joyful theatre of biscuit making. From origin stories, decorative finishes and carefully considered structural details, the designs transform each pack into a collectible expression of biscuit craft and gifting.

Among the standout additions to the core range is the Whoppalossus, the largest biscuit ever made by Fortnum’s. Weighing an impressive 400g and measuring 15.5cm in diameter, the indulgent chocolate-coated sharing biscuit is designed to be sliced or broken apart. Fortnum’s first-ever Biscuits for Drinks collection, a refined new range of sweet and semi-sweet biscuits, has been thoughtfully developed to pair with Fortnum’s favourite drinks. Together, the expanded and reimagined ranges reinforce biscuits as both a personal indulgence and a considered gifting option.

As well as pre-packaged biscuits, the Made in Piccadilly counter boasts an array of Made in Piccadilly Biscuits, each handcrafted in store by Fortnum’s chefs. Playful piping-inspired striped bakery boxes reflect the architecture of the space, allowing visitors to take home their very own piece of The Biscuitorium.

Opening to the public today, the launch is supported by a playful social media campaign created by Design Bridge and Partners, designed to build anticipation and introduce audiences to the world of The Biscuitorium through a series of immersive and highly shareable brand moments across Fortnum’s digital channels.

“The Biscuitorium is what happens when you treat joy as a serious design principle. We’ve taken a familiar category and reimagined it as a destination that’s immersive, imaginative and unmistakably Fortnum’s. By celebrating biscuits with a destination of their own, we wanted to create an experience that would bring delight and joy, turning an already much-loved category into something people want to explore, talk about and share.”

— Liz Darran, Chief Brand and Creative Officer at Fortnum & Mason

“By naming it The Biscuitorium, we set out to transform biscuits from a fixture into a destination, creating a sense of theatre, ritual and discovery. It’s designed as an immersive, joy-filled world that elevates the everyday into something collectible, giftable and worth lingering for. Quite simply, we think it’s the best biscuit shop in the world.”

— Claire Robershaw, Global Executive Creative Director at Design Bridge and Partners

The Biscuitorium has been designed with a global audience in mind, creating a retail concept that can travel across e-commerce, campaigns and international retail environments. The new Biscuitorium launches on 14th May 2026 at Fortnum & Mason Piccadilly, with the full range available to purchase in-store and online.