Fortnum & Mason Jewellery Department

Fortnum & Mason


Iconic British department store, Fortnum & Mason appointed 20.20 to create an indulgent new destination for jewellery in London. Launched in collaboration with British design platform Rock Vault, the new department aspired to showcase the creativity and protect the longevity of a specialist modern industry. The challenge was to present a curated edit of the best up-and-coming designers alongside established brands in an authoritative and inspiring environment with fashion, vintage, costume and fine jewellery all sharing a space.


Together, we refined a concept for The Jewellery Room that’s sensitive to the brand’s heritage and the progressive attitude of an ever-evolving department store. Bespoke graphics and theatrical displays celebrate the craft of each facet, clasp and setting to create an intimate treasure trove for customers to explore. The new space achieves a confident expression of the brand’s affinity for quality and creativity, underpinned by a stylish ‘On the Rocks’ cocktail bar and complemented by Fortnum’s service and expertise.


+ Sales increase of 170% YOY
+ Successfully launched Rock Vault in a retail environment for the first time.

“We are so happy with the beautiful, newly established department that 20.20 have created for us, and we hope we can collaborate again in the future.”
Jo Newton, Head of Fashion & Home Buying, Fortnum & Mason