What: Fortnum & Mason unveils a double helix staircase as a centrepiece of architectural innovation and experiential retail.

Why it is important: The staircase exemplifies how heritage retailers are modernizing physical spaces to remain relevant and competitive in today’s retail landscape.

Fortnum & Mason’s introduction of a double helix staircase marks a significant step in the evolution of department store design, serving as both a functional centerpiece and a symbol of architectural ambition. This initiative is part of a wider movement among heritage retailers to modernize their physical environments while preserving their unique brand identities. By integrating innovative structures and creative visual elements, Fortnum & Mason not only enhances the in-store experience but also signals its commitment to remaining a destination for discerning shoppers. The staircase complements recent efforts, such as the use of recycled materials in window displays, to blend tradition with contemporary values and sustainability. Across the sector, leading department stores are investing in experiential retail, intuitive layouts, and curated environments to attract and engage customers, demonstrating that physical retail spaces remain vital for brand differentiation and customer loyalty. These strategies collectively reinforce the enduring relevance of flagship stores in an increasingly digital world.

IADS Notes: In October 2025, Harvey Nichols’ launch of its “125” space showcased how curated design and art installations can modernise a flagship. Fortnum & Mason’s September 2025 window display illustrated the power of creative reuse and experiential merchandising. The Retail Bulletin in April 2025 emphasised that department stores investing in experiential modernisation are thriving, while Printemps’ March 2025 focus on dwell time in New York and Harrods’ November 2024 reorganisation both highlighted the importance of blending heritage with innovation to meet evolving customer expectations.

Fortnum & Mason unveils double helix staircase