Wedgwood wanted to create an immersive retail experience surrounding their fine china collections. This store concept was to be installed in four locations throughout China, and the experience would include areas of tea testing where customers could experience the fine china as part of their buying process within the retail space itself. Office Twelve were approached by Wedgwood, as part of their partnership with the wider Fiskars group, to support on the design pack, technical development, project management and delivery of the stores in the four locations – Shenzhen, Shanghai, Hangzhou and Xiamen.

Throughout the process of delivering the stores, O12 ensured the consistency of the luxury retail experience was maintained from site to site. Although the design and delivery were completed on one store as O12 moved onto the next, regular team review sessions were held during the roll out process to understand how each space was working once consumers were interacting with them. O12 worked continuously to review fixtures and refine technical elements, allowing the spaces each to become the best they could be, and further enhancing the Wedgewood retail offering.

All four stores are now successful additions to the Wedgwood retail estate. Wedgwood’s aim was to encourage conversations, and to inspire people to focus more on their own homes and become confident in expressing their own personal style, which they are proving to have achieved.