2 Cowcross Street, London, EC1M 6DR, UK
With over thirty years’ experience in the industry, Callum Lumsden started his career as an in-house designer at Jaeger, and then worked for Fitch, before going on to set up on his own in 1994, finally forming the current incarnation of Lumsden in 2011.
With experience in the creation of a broad range of retail projects, Callum and his team have created a niche for themselves, designing stores for some of the most admired museums, galleries and visitor attractions around.
For the Warner Bros. Studio Tour – the Making of Harry Potter, they created a number of distinctive features from a railway shop at Platform 9¾ and a Butterbeer bar, but most exciting of all is the store which captures the essence of Ollivander’s dusty and chaotic wand shop. Even if you’re not a Harry Potter fan, the theatrical space creates nooks and crannies that are just too inviting not to be explored further.
In New York, MoMA’s Design Sore is a retail destination in its own right, attracting visitors to the museum, passing tourists and design loving locals from NY.
The concept allows for the constant changing of collections, while a striking double-height feature wall provides focus on new collections, contrasted by a light and subtle backdrop which allows each product space, as they are as carefully curated as the museum’s collections themselves. Away from their home town, MoMA is now opening further stores in Japan, a definite accolade to their translation of MoMA’s values to an international audience.
The rich culture of the theatre is brought to life in the National Theatre’s store in London, with merchandising displays that help animate the product. The space even features a relaxed reading corner for visitors to peruse the thousands of books on sale. The glowing red and rich timber tones draw audiences’ attention from across the foyer in a concept which is mindful of both the broad range of visitors to the theatre and Denys Lasdun’s iconic 1970s brutalist architecture.
Other projects include a highly flexible concept for the Whitworth Art Gallery in Manchester, which needs to be able to constantly adapt to the changing merchandise of sale and a boutique for the National Gallery of Canada, with displays that reflect materials and design of architect Moshe Safdie’s building.
Entering into purer retail is Lumsden’s concept for bespoke jeweller Harriet Kelsall. Storytelling is central to the design, immersing customers into the process of commissioning and providing them with inspiration. Unlike many traditional retailers, the store design encourages customers to interact with the space, all part of the customer’s journey to create a piece of jewellery that is unique to them.
Lumsden’s concepts always demonstrate an understanding of the cultural values of each of their clients, which they sensitively interpret into their stores, to create highly immersive and equally commercial environments that cleverly extend the visitor’s experience of the venue.
Speak to the ever affable Callum, he knows his stuff!