he new 'Shop at Freemasons’ Hall' has launched at the Covent Garden headquarters of the United Grand Lodge of England (UGLE) – offering an enhanced retail experience to both visitors and members, with an extensive range of high-quality gifts and souvenirs related to Freemasonry.
The shop is located in the heart of the Grade II* listed building and is twice the square footage of the previous shop. The new location has been sympathetically designed by specialist design studio Lumsden, which has respected the heritage of Freemasonry while designing a new and improved visitor experience, which combines Savile Row tailoring with an enriched museum gift-shop look and feel.
The magnificent room is lined with portraits of past Freemasons – which stayed in situ as part of the new design – with the project maintaining the historic feel of the old Drawing Room by retaining several pieces of the original furniture.
The new shop offers a wide range of merchandise for both members and visitors to the headquarters of UGLE, the governing body of Freemasonry in England and Wales. A comprehensive selection of new products is to be sold in the store, which includes not only books but a range of quality Freemason regalia, men's grooming ranges, ladies jewellery, scarves and ties, as well as several gift ranges based on the museum, library, art deco and Freemasonry in general.
Dr David Staples, chief executive of UGLE, said: “I am delighted to launch this project, which we planned with so much attention and dedication during the lockdown.
“One of the finest art deco buildings in London still used for its original purpose, Freemasons' Hall welcomes more than 200,000 people from across the world through its doors every year. Freemasons’ Hall was recognised as a 2020 TripAdvisor Travellers’ Choice award winner. Winners of the award are known for consistently receiving great traveller feedback, placing them in the top 10% of hospitality businesses around the globe. Now we are able to provide a retail offering, which will match the high quality of the existing visitor experience.”
Perry Bushell, head of trading at Freemasons' Hall, said: "We believe we have delivered a shop that combines Savile Row tailoring with the best museum gift-shop experience. The way the customer flow has been constructed, alongside the Freemasons' brand, will deliver on a commercial level, as well as enhancing the visitor experience."
Lumsden was chosen as partner on the project because it specialises in working in historic and protected buildings throughout the world, and it ensured that the new shop was sympathetically designed to complement the Grade II* listed interiors.
A new website to support the redesigned shop will be launched in March 2021.