Dalziel and Pow have worked with Twinings to create a flagship experience that invites customers to discover the brand’s story, not only focussing on its heritage but also innovation, wellness, lifestyle and ethical sourcing. With a broad set of customers, we identified shoppers through their mindset from ‘tea tourist’ to ‘tea aficionado’ – with the aim of always delighting the curious. The store is London’s oldest tea shop and a popular tourist destination that has been transformed from a transactional space into a spiritual home of the brand. The space was designed to encourage customers to learn about the brand with four ‘Moments of Curiosity’ punctuating the customer journey, using interactive display and storytelling.