DLMDD designs Fortnum & Mason ‘Biscuitorium’ sensory identity

Biscuits. Who doesn't love a biscuit? And be honest, can you open a pack and eat just one? Or does one lead to ten, lead to gone?

And it wasn't just any biscuit at the centre of this design project. It was the icon that is a Fortnum & Mason biscuit.

Pistachio & Clotted Cream. Whoppalossus. Chocolossus. Heather Honey. We tried them all.

But tasting wasn't the brief. The challenge was to bottle up everything that makes a Fortnum's biscuit so moreish, delectable and irresistible - and capture it in scent.

What is the Biscuitorium?

Nestled in the heart of Fortnum & Mason's iconic Piccadilly store, the Biscuitorium is nothing short of a biscuit heaven for sweet-toothed lovers the world over.

Likened to biscuits' answer to Charlie and the Chocolate Factory, the Biscuitorium is an eccentric, theatrical and playful retail experience like no other. In the words of retail icon Mary Portas:

How to create a scent so good you want to eat it

A mouthwatering creative brief demanded a visionary perfumer capable of bottling the magic of Fortnum & Mason's iconic ingredients into a scent so irresistible, you could almost eat it with your nose.

Enter Elodie Durande - perfumer extraordinaire - and our partners Quintessence Fragrances. 

A strategic design process explored both literal interpretations of the biscuit recipes and the wider world of Fortnum & Mason's iconic ingredients.

All roads led to one magical combination:

Earl Grey, Clementine & Ginger 

This is multisensory magic in luxury retail, inviting everyone to experience the brand through all five senses.

It is pure joy, capturing the eccentricity that makes Fortnum & Mason a London institution, now bottled up in the human sense most closely tied to memory and emotion — scent.