As the most visited attraction in the UK, the Tower of London
was not making the most of retail opportunities. Expansion in a previous project created the physical space for an ambitious and extensive retail proposition, which was yet to be fully realised.
The aim was to design a retail experience that takes cues from
the history and heritage that is unique to this attraction. Taking inspiration from legends and from the tower’s history as a fortress, I-AM created designs that included ghostly and gothic imagery. Chainmail was innovatively used to create zones in the store and gothic features such as red staircases created a yet more imposing and striking aesthetic.
The Tower of London now hosts a unique retail proposition. The retail environment has increased dwell time and has consistently exceeded its sales targets.