The Many Makers of The Biscuitorium
There's far more than just scrumptious biscuits to discover in the Biscuitorium.
Since our earliest days, we've championed the work of artists, makers and craftspeople. Much like teatime dunking itself, it's a habit we're very fond of.
So, when it came time to transform the mezzanine space on our Piccadilly Ground Floor into a magical destination for all things nice and biscuity, we turned to a handful of our most talented and creative friends for a little assistance.
Whether you've experienced the Biscuitorium in person already or you've yet to step foot inside our new home of biscuit adventures, it's our pleasure to introduce you to some of the impossibly brilliant people who have helped bring it to glorious, technicoloured life.
In the days and weeks ahead, we'll add more names and faces to the list below: but for now, say hello to a handful of our nearest and dearest creative companions...
Our extraordinary artist, illustrator and cartoonist, Zebedee Helm.
A longstanding friend of Fortnum's whose work has graced our Piccadilly flagship before, Zebedee's love for all things a little whimsical perfectly mirrors our own.
Light, playful and ever-so-slightly anarchic, his new illustrations can be found across the Biscuitorium. They're wonderfully joyful, and perfect examples of why we find Zebedee's work so irresistible: but more than that, they already feel like a natural part of the eccentric and delicious world inside the Biscuitorium.
Measurers in chef’s hats, white tails and Georgian legwear abound, as a nod to our early history. Some of the measuring implements they're holding are based on old tools found in dusty and obscure cupboards. Happy biscuits and tea cups are everywhere, too: and every character already looks to have made themselves at home.
"I think of Fortnum’s as a world of its own, full of romance, magic and treasures beyond dreams...so, it was of great importance to me that my illustrations, symbols and icons in the Biscuitorium all bore the elegant hallmark of Fortnum’s and the witty snap of a biscuit."
Zebedee Helm
Our incredible signwriter,
Amy Goodwin
A traditional signwriter and fairground artist committed to showcasing both the ongoing importance and boundless potential of signwriting as a craft, Amy's authentic and patiently-crafted creations are inspired by an upbringing spent with travelling steam fairs in the West Country.
Underpinned by a passion for the history and tradition of the steam and heritage industries, Amy's work – including the beautiful Biscuitorium sign (above) which takes pride of place in the space – is always created entirely by hand, using no tape or digital assistance.
And in an increasingly digital world, it's that tangible proof – of a human hand working in a patient, painstaking way – that makes Amy's signs such beautiful pieces of art in their own right.
"Creating the 'Biscuitorium' sign for Fortnum & Mason gave me an opportunity to showcase the potential of traditional signwriting: using the typeface and colours familiar to Fortnum's, the addition of a 23-carat gold leaf outline to the lettering elevated the signage."
Amy Goodwin
Our decorative artist, Tess Newall
With a background in theatre and film, Sussex-based artist Tess Newall's work celebrates the joy of mark-making.
Renowned for creating bespoke furniture, wallpaper and murals, Tess's work is often rich with meaning and a sense of narrative: elements evident in abundance in her beautiful ceiling painting, now taking pride of place in the Biscuitorium.
A central golden sun echoes the art deco ceiling roses used throughout the building at 181 Piccadilly, and a symmetrical pattern references designs from the English Arts & Crafts movement.
Abstracted ears of wheat celebrate the key ingredient within every Fortnum & Mason biscuit, while a scalloped outer edge echoes the sweeping waves of another recent addition to Fortnum's, the new Double Helix Staircase which spirals through the centre of our flagship store.
A trip to Piccadilly – to see the work in situ and to stock up on biscuits, of course – is a must.
""[The aim of the] mural is to invite visitors up the stairway to explore the Biscuitorium, and to create an immersive atmosphere. It's been a pleasure to collaborate with Fortnum's on this project."
Tess Newall
More from The Biscuitorium
To The Biscuit Library!
The Biscuitorium Dunkipedia