A standalone Fortnum & Mason shop opened in Dubai today at the foot of the Burj Khalifa.
The 9,400 sq ft store sits between The Address Downtown Dubai and the mammoth Dubai Mall shopping complex, providing its iconic hampers and preserves, among other items, and also presenting in-house dining options.
The three-story store will focus primarily on fine foods and teas across its two primary floors, and will debut a ‘shop within a shop’, which focuses on scented candles – honouring the firm’s roots from the early 18th century.
“There’s a very elegant space that bridges the movement between the floors, which we had the option to do something special with,” said CEO Ewan Venters, who described the opening as a "momentous event in the history of Fortnum's”.
“Back in 1707, Mr. Fortnum was a footman working for Queen Anne in the Palace of St James. His job was to replace the candles within the palace – but no one candle could be lit twice,” he explained to DOTW News.
“His perk was to take them home, so he’d trim the wax and the wicks. Then teaming up with Mr. Mason, who owned a piece of property at 181 Piccadilly, that’s where ‘Fortnum & Mason’ began.”
The ground floor retail space is a refashioned reflection of the London stores’ food hall. In-store tastings on jam and tea will be provided on a daily basis, ensuring an interactive experience for shoppers.
Upstairs, The Tea Salon is inspired by the Diamond Jubilee Tea Salon in Piccadilly London, and is joined by the Ice Cream Parlour, which provides what Venters describes as “the finest ice cream in the world”. Fortnum’s signature ice cream is the classic Knickerbocker Glory.
Venters told DOTW News that the tea menu has been adapted to reflect local tastes and ingredients - but the beverages will still be served "in a very English way".
"You'll see men in tails and experience the classic Fortnum service standards," the CEO added.
The company opened its second store in Britain in November last year, having previously operated a single outlet for the preceding 307 years.
One of Fortnum's iconic hampers
