181 Piccadilly has been our home for over 300 years, and in that time, we’ve been lucky enough to play a part in many historical milestones, including several coronations.

Our in-house Archivist, Dr Andrea Tanner, has delved into the archives to take us on an illuminating trip down coronation memory lane starting with how we wrote and printed the Coronation Commentary for George VI’s Coronation, through to adorning our windows (on the outside, no less) in huge purple velvet curtains.

So, as we look forward to celebrating the Coronation of Their Majesties King Charles III and Queen Camilla, let’s start by looking back…

The Reign of George(s)

It might be wise to skip over the Coronations of George I, II and III, despite these events happening in Fortnum’s lifetime. Picture chaotic ceremonies, estranged wives banned from attending, and the public looting of banquets where even the tables and cutlery were taken!

Let’s begin instead with George IV whose Coronation on 19th July 1821 cost the princely, sorry, kingly sum of £240,000. He had an 8.2m red velvet robe made for the occasion, which goes some way to explain why his outfit cost £24,000. Ah hem. For a while, his robe was housed at Madam Tussaud before being rediscovered and used at every coronation since that of George V in 1911.

At the King’s instance, peers had to dress in Tudor and Stuart costume and pay for the privilege themselves. 700 people made up the possession to the Abbey and George ordered God Save the King to be sung not once, but twice. Queen Caroline, his estranged wife, was refused admission to the ceremony – a classic George move it seems.

But for all of George’s demands, he also put on quite the show. Theatres were open and free at the King’s expense, there were firework displays, a boat race on the River Thames and gas balloons were set off from Green Park. For a time, a painted version of the balloon ascent could be seen on the walls of the restaurant in Fortnum’s that is now FIELD.

William IV Setting the Standard

William IV’s Coronation on 8th September 1831 established much of what remains today in terms of event pageantry. On the day, at 10am, the new monarch travelled in the Gold State Coach – the first time it had been used at a coronation having been made for George III in 1762 – to Westminster Abbey, escorted by Life Guards. On his return route to the Palace, The Mall, then known as New Avenue was opened to the public for the first time. 

Queen Victoria Goes Public

The biggest change Queen Victoria actioned was making her Coronation in 1838 visible to the public – that people should be able to see and take part more. It was a fine day as Victoria made her way in the Gold State Coach to the Abbey. Her route had been made deliberately long to allow as many spectators as possible to view the procession, with an estimated 400,000 people arriving in the capital to catch a glimpse. The ceremony itself lasted a whopping five hours – and hadn’t been rehearsed, so you can only imagine. Let’s hope guests had some of our Scotch Eggs packed for sustenance.

It was only in 1887 for Queen Victoria’s Golden Jubilee, that commemorative souvenirs to mark a celebration became popular. So relatively speaking, it is a fairly new practise.

A Hop, Skip & Jump 

Our Piccadilly building was adorned with decorations for the Coronation of Edward VII in August 1902, and wonderfully, there was an initiative masterminded by Sir Thomas Lipton to provide meals for the poor – to which the King donated £30,000 towards. Bravo.

6,000 people attended George V’s Coronation in June 1911 and it’s believed many of those will have enjoyed a little Fortnum’s sustenance. It was also the first time a King and Queen appeared on the balcony of Buckingham Palace - a tradition that’s held firm and one that never fails to send thunderous applause down The Mall.

The Six Miles of George VI 

May 1937 saw a whole month of celebrations for George VI’s Coronation and included a six mile procession. It was also the first outside TV broadcast made – quite the moment. This grand occasion cost £454,000 and Fortnum’s went far beyond decorating the building this time…

We produced and printed the ‘Coronation Commentary’ which was designed to help those entertaining friends and overseas visitors to entertain in style, Coronation style no less. Our Hospitality department catered for countless parties and dinners, whilst Coronation Picnics and Hampers were carefully created and zestfully enjoyed by those consuming them.

May 1937 saw a whole month of celebrations for George VI’s Coronation and included a six mile procession. It was also the first outside TV broadcast made – quite the moment. This grand occasion cost £454,000 and Fortnum’s went far beyond decorating the building this time…

We produced and printed the ‘Coronation Commentary’ which was designed to help those entertaining friends and overseas visitors to entertain in style, Coronation style no less. Our Hospitality department catered for countless parties and dinners, whilst Coronation Picnics and Hampers were carefully created and zestfully enjoyed by those consuming them.

But our involvement didn’t end there. Not only did we sell and rent Coronets, Bernard Oswell designed our famous Coronation Shoes – ‘the jewelled original model cost £600 to produce and has already created a stir’.

And, of course, we must not forget the F&M Coronation Chair especially designed and showcased in our Interior Design Department, whilst our windows were home to a plethora of Coronation inspired products to be enjoyed, consumed or kept as keepsakes.

Elizabeth II Breaking All Records 

Queen Elizabeth II’s Coronation in June 1953 was quite the occasion. Here’s a few eye-widening facts about the start of her historic and momentous reign… It was the first coronation to be fully televised, no less than 96,000 people watched from stands along the procession route, and the 8,000 guest were seated in the Abbey were offered the opportunity to buy their seats afterwards in an effort to defray the cost of the coronation that sat at £1.57m. 

Despite rationing still being in place and London still recovering from being bombed, it was a joyous time with the invention of Coronation Chicken, street parties were held up and down the country, news that Sir Edmund Hillary and Tenzing Norgay has reached the summit of Everest was received on the morning of Queen Elizabeth’s Coronation, a flypast of 168 jet fighters and a Bank Holiday to top it off. That’s quite the list.

And Fortnum’s did not hold back on celebratory spirit. Jean Conil led the Hospitality charge with a myriad of balls. We created Coronation Picnics for procession spectators with decorated boxes and napkins and sold seating along the route. And news of the Everest summit was made sweeter knowing that Fortnum’s has supplied provisions to Sir Edmund and his climbing party – we really mean it when we say our hampers have scaled mountains!

Coronets continued to be rented and sold by Fortnum’s and Angele Delanghe, a Belgian fashion designer based in London, produced haute couture gowns and robes for peers peeresses.

Our building was also quite the sight… adorned with huge external velvet curtains… and yes, it did rain. It was a go big moment, and we revelled in it.

That concludes our trip down coronation memory lane, and we stand ready to toast the Coronation of Their Majesties King Charles III and Queen Camilla and celebrate royally with an exquisite Coronation Collection of things to eat, drink and keep.