The new store consolidates a number of existing locations from around the museum to create a vibrant destination within the impressive architecture of Alfred Waterhouse's original 1881 grade 1 listed interior.
Mworldwide was briefed to boost the amount visitors were spending and maximise the contribution of retail to the museum.
By bringing all of the retail elements at the museum together, the idea was to create a "destination" retail experience for visitors and non-visitors alike.
However, the unique environment of a grade 1 listed building in South Kensington presented a number of challenges through the design process.
Chief among these was the museum's conservation plan with regard to the fabric of the building, sympathy with the architecture and restoration of a "key vista" through the 6m high gallery space.
The design also had to accommodate the highs and lows of visitor numbers as well as the overlap of evening events in the main hall and adjacent exhibitions.
With this in mind, the new 6,000sq ft flagship store was developed integrating a number of factors including a repositioning and rebranding with unique natural world inspired product presented in a series of "product worlds". These include books, jewellery, ecology, children, dino and homewares.
The design uses high-level graphics emphasise the zonal planning of product worlds with their dramatic natural themes.
The original and unique terracotta clad interior of the Natural History Museum is contrasted by the use of clean lines of dark timber, glass and white fixtures.
The central vista through the gallery has been restored and enhanced by a number of cast glass chandeliers highlighting organically formed cash desks below. The retail areas from left to right are linked by the central procession of cash desks that are designed to act as a spine through the space.
Fully adjustable lighting means total control throughout the year whatever the time of day. Evening visitors en route to the main hall will now pass through a glowing and seductive environment.
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