The Tower of London, England’s number one paid-for heritage attraction, falls under the management of Historic Royal Palaces. From its 11th century origins as one of the great Norman palaces to the modern day, the Tower has always played an important historic role and was a potent symbol of English and British rule.
Inspiration from the White Tower
Kinnersley Kent Design’s new concept for the gift shop was inspired by the aesthetic of the White Tower itself and the building’s innate theatre and character, with its high vaulted ceilings and wonderful raw stonework. The stone was geologically analysed as being made up of thirteen different types from the various periods of the building’s life.
Rather than covering these natural assets, the concept sought to reveal and celebrate the structure. The team added a raw and honest material palette, drawing inspiration from the original stone as well as from the weaponry and armour housed on exhibition on the upper floors.
Improving circulation and customer journey
Due to the building’s listed status, the existing floorplan had to remain untouched, preserving the essential form: a central space with six alcoves, three on each side. The new design improved the customer journey by freeing up the central circulation route. Existing mid-floor units were replaced with grab-and-go displays, slightly recessed into the alcoves to increase the sense of space, while remaining enticing enough to draw visitors inside.
Bespoke modular units and materials
All new lighting and display units had to be freestanding, as restrictions prevented attaching them to the walls or ceiling. The bespoke modular units feature blackened steel structures, oak bodies with burnt larch tops, and brushed brass details including shelf holders, handles and knobs.
Instead of concealing the architecture as before, the new units incorporate stainless steel mesh, subtly referencing chain mail and revealing the stone walls behind. Backlit, the displays highlight both products and the rough texture of the historic stonework. Their modularity also allows easy adaptation and adjustment.
Visual merchandising and lighting design
The visual merchandising components were specially designed for this project to ensure easy restocking during the day, as the shop receives heavy footfall. The fixtures provide maximum merchandising flexibility while supporting the scheme’s key design feature: three large bespoke pendant lights suspended above the central walkway.
These lights are cleverly attached to the units and rise in three arches, echoing the vaulted ceiling. To create a sense of intimacy in the alcoves and better highlight products, Kinnersley Kent Design also lowered the existing hoop pendant lights by one metre.
Dramatic downlighting creates a spotlight effect on the exit doors, guiding visitors clearly while drawing attention to the oak doors. The perforated design of the doors, punched through to metal, was inspired by the armour exhibited upstairs.
A historic yet contemporary retail space
Both cash desks were relocated closer to the exit and positioned opposite each other in the rear alcoves, minimising disruption from queues. The designers also extended the flagstones to cover both alcove floors and the central walkway. Using salvaged flagstones treated to match the originals, the result is a seamless, spacious and cohesive look.
The overall outcome is a dramatic, warm and practical space. The design balances robustness and authority with authenticity, perfectly suited to the historic context of the Tower of London.
Kinnersley Kent Design Team
Partner in charge Glenn Kinnersley
Architectural and interiors team Jill Higgins, Mark Leib, Simon Krapf
Photos courtesy Kate Berry
Kinnersley Kent Design
Kinnersley Kent Design is one of British design’s most prestigious consultancies, founded 27 years ago by partners Glenn Kinnersley and Mick Kent, who run the business with partners Paul McElroy and Jill Higgins. The company has studios in London and Dubai and a multi-award-winning portfolio that spans distinctive, branded interiors in retail, leisure and hospitality for leading global brands. Clients include Fortnum&Mason, Albert Roux, Bateel (LVMH), The East India Company, Mint Velvet, Jaeger, The Athenaeum Hotel, Marks&Spencer, Fenn Wright Manson, House of Fraser and Historic Royal Palaces.
by AN Shopfitting Magazine no.141 ©