London luxury food store Fortnum & Mason’s spring window display, titled Urban Craft, is a celebration of craft baking in the capital. The store linked up with various livery companies, of which the Worshipful Company of Bakers was one, to illustrate, in its side windows, skills that have been plied in London for centuries.
"It’s all about celebrating skills and ancient crafts that still exist," said retail marketing manager Yvonne Isherwood. "When we visited the livery halls, stained glass windows were a feature and we’ve used that as a graphic symbol in all the livery company windows, with various props from the halls to illustrate those crafts." The window was composed with the help of the Worshipful Company, Brooklands College tutor Jane Hatton and bakery consultant Andrea Mifsud.
Mifsud says: "We received the brief and put together some display bread, including cottage loaves. Let’s hope it catches people’s eye, because a lot of people today think bread only comes in a packet, sliced. So it’s trying to make them aware that there are different types of bread in the marketplace now."
=== The window is due to run until early May and Fortnum’s will be running a series of in-store events, including: ===
Thursday 2 April
Well Bread or Better Bread?
One of Fortnum’s bakery suppliers demonstrates how to make better bread, from sourdough to ciabatta.
Monday 6 April
The Art of the Hot Cross Bun
Fortnum’s in-house baker Andrew Grainger reveals the secrets of these spicy delights.
Both events will take place 1-3pm in the demonstration kitchen, first floor