Imagine a retail space that’s not just about shopping, but an immersive experience that connects you to the history of design and craftsmanship. This is the vision behind the V&A’s newly redesigned shop, a space that seamlessly blends past and present, tradition and innovation.
Inspired by the Past, Built for the Future
The inspiration for the shop’s design stems from the V&A’s deep connection with digital craft processes. It’s not just a place to buy souvenirs, it’s a showcase for the latest building technologies and a platform to highlight the work of emerging designers. The shop, nestled in the heart of the museum, plays a crucial role in shaping the V&A experience.
Stepping back in time, the V&A’s first shop, established in 1863, served as a hub for showcasing new crafts and connecting visitors with the museum’s catalogues. This new remodel, born from the desire to bridge museum and retail narratives, creates a multi-faceted space that resonates with the museum’s spirit. The shop seamlessly integrates diverse events, classic retail areas, and caters to a growing and increasingly diverse audience.
A Space That Speaks Volumes
The new shop’s spatial design is a testament to thoughtful innovation. It dramatically expands display space by incorporating a concept of lanes and street facades. This concept was inspired by a meticulous examination of previously hidden steel structures within the museum.
The shop’s transformation goes beyond just aesthetics. A suspended ceiling, installed in the 1970s, was removed to reveal the museum’s historical development and create a sense of verticality. This, in turn, allowed for a new narrative to be woven into the shop’s merchandising, connecting it to the museum’s vast collections.
This connection is further solidified through the use of bespoke 10mm mild steel shelving “weldments.” These sturdy shelves not only extend the shop’s lifespan but also serve as a tangible example of sustainable materials, demonstrating choices the museum can adopt for future exhibitions and retail spaces.
Showcasing Craft and Innovation
The shop’s commitment to showcasing craft and innovation is evident in its dedicated spaces. The Pocket Workshop, a demonstration space for craft, will feature a quarterly focus on different materials, starting with ceramics.
The Jewellery Pavilion is another highlight, offering a captivating display of the museum’s collection. Visitors can delve deeper into the museum’s catalogue through these spaces, which echo the material taxonomy of the first V&A shop. This connection to the past allows for a deeper understanding of the museum’s heritage and its impact on contemporary design.
Beyond the Ordinary: Digital Fabrication Meets Hand-Crafted Detail
Both the Pocket Workshop and the Jewellery Pavilion showcase a seamless blend of cutting-edge digital fabrication and intricate hand-crafted details. The Jewellery Pavilion, for instance, is composed of four massive mild steel “weldments,” each weighing half a ton. These structures were laser-cut with precision, hand-welded, and then finished with a unique zinc spray patina.
The Pocket Workshop, in contrast, features a mesmerizing blend of glass and timber. Timber shelves are meticulously slotted into water-jet cut structural glass fins, creating the illusion of shelves floating on “structural air.” This structure is then clad in glass shingles, held in place by timber stakes, resulting in a striking “shop window” space.
This space serves as a platform to tell the stories behind the merchandise, inviting visitors to explore the museum’s collection and fostering a sense of deeper inquiry.
Collaboration and Creativity
The creation of the new V&A shop is a testament to collaboration and creativity. Throughout the design process, the design team partnered with craftspeople and worked closely with the V&A team, resulting in remarkable collaborations.
One such collaboration is the 3D-printed ceramic tile, designed with Guan Lee of Grymsdyke Farm, which adorns segments of the shop’s floor. This intricate tile is a perfect example of the synergy between traditional craft and cutting-edge digital technologies, echoing the spirit of the entire shop.
The V&A’s redesigned shop is a testament to the power of design, innovation, and collaboration. It’s a space that celebrates the past while embracing the future, inspiring visitors to explore the fascinating world of design and craftsmanship.
