A store assistant in a uniform stands by a display of gourmet honey and preserves inside Fortnum & Mason, London. Large wooden shelves filled with jars line the walls, and a Paddington Bear plush toy sits on a stack of marmalade jars in the foreground.

PREMIUM RETAIL

Defining the music identity for Britain's most joyful and original luxury retailer

Fortnum & Mason has been on Piccadilly since 1707. A leadership team with genuine creative ambition have made that heritage the foundation for one of Britain's most genuinely surprising retail experiences: playful, refined, generous of spirit and alive with wit, guided by a simple philosophy: "We Make Joy."

The distinctive Eau de Nil flag of Fortnum & Mason flying outside the historic London department store. A City of Westminster street sign reads "Duke Street St. James's SW1" on the stone facade next to an ornate coat of arms plaque.

A Fortnum & Mason staff member in a signature red tailcoat uniform and Eau de Nil tie scoops fresh coffee beans into a paper bag. Polished brass coffee dispensers and an ornate gold relief artwork line the wall behind him.

An interior view of the elegant Fortnum & Mason department store in London, showcasing rows of signature Eau de Nil tea tins on wooden display shelves. A tall, decorative pink flower sculpture stands in the center of the brightly lit retail floor.

A music strategy as original and unexpected as the brand itself

We were commissioned to develop Fortnum's music strategy, defining what the brand should sound like across every channel and why.

The scope reflects the breadth of the Fortnum's world: in-store sound across the flagship and standalone stores, hospitality and dining spaces, events, brand film, social media and seasonal programming that builds through the year to Christmas peak. We approached each with the same attention to the brand's wit, warmth and cultural curiosity, keeping the sound consistent, alive and recognisably Fortnum's at every touchpoint.

An assortment of Fortnum & Mason Merry Go Round Musical Biscuit Tins showcased inside a glass display. The ornate Eau de Nil and gold tins feature carousel illustrations and are surrounded by stacks of chocolate chip biscuits.

A music strategy as original and unexpected as the brand itself

We were commissioned to develop Fortnum's music strategy, defining what the brand should sound like across every channel and why.

A store assistant arranges honey jars on a large wooden display table inside Fortnum & Mason, London. The centerpiece is a tall, intricate model of the historic Piccadilly building facade surrounded by gourmet honey jars and yellow boxes.

Seasonal activations

A Highgrove garden, a British beach and a dancing Christmas installation

We have made seasonal sound central to some of Fortnum's most talked-about retail moments, creating experiences that stop people mid-aisle. Over a series of summers we created bespoke in-store soundscapes, beginning with a countryside sound world inspired by the gardens at Highgrove. Delivered through a multi-channel audio system we designed and installed, it filled the store with birdsong and the particular stillness of an English summer garden alongside a display of bird mobiles, something few people expect to encounter on Piccadilly on a Tuesday afternoon. The following summer brought the sounds of the British seaside to the same space. At Christmas we created the soundtrack for the Dance of the Piccadilly Puddings and recorded a Fortnum's staff choir whose voices became part of the installation. The CEO reported 17% sales growth and store visits 30% ahead of the previous year.

A high-angle view looking down the spiral staircase at Fortnum & Mason in London during Christmas. A massive holiday installation of giant, reflective gold baubles and twinkling fairy lights spirals down the center of the atrium.

CLIENT PERSPECTIVE

“From retail playlists to brand style guides, bespoke compositions and campaign initiatives, Music Concierge have been a delight to work with. Their compilations always nail the brief, contributing significantly to the immersive sound experience in our flagship store.”

Ange LoftusHead of Brand and Creative Production, Fortnum & Mason

Club21 boutique at COMO Orchard Singapore features industrial wire grid racks, a Jacquemus sign, and raw concrete floors.

A burgundy leather Strathberry bucket bag with a signature gold bar and scarf-wrapped top handle sits on a tiled table.

A framed vintage black-and-white portrait of Ranchhoddas Laljibhai Thakrar inside a Dishoom restaurant. The photograph hangs on a rich, dark wood-paneled wall beneath a glowing brass sconce light, showcasing a line of Gujarati text at the bottom.

Experience is everything. Make your music count.

If you are shaping an environment where atmosphere matters, we'd like to talk.