I-AM have succeeded in creating
a destination shopping experience which has led to us exceeding sales targets.
Marketing Director Tower of London

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.

What we did

Brand Strategy
Brand Application
Retail Strategy
Store Design