National Theatre


Retail theatre for a national treasure


  • Retail design of relocated shop

Shopping inspired by iconic architecture and theatrical innovation

A Brutalist masterpiece, the Royal National Theatre is as striking inside as it is when seen from London’s South Bank. We worked closely with the architects Haworth Tompkins on the design, part of the NT Future redevelopment of the site.

The shop is primarily a bookshop selling theatrical books, but centre-stage the retail space reflects the spirit of the National Theatre with a creatively curated range of products including jewellery, gifts, toys, and products that reflect each production.

The new bookshop references elements of Denys Lasdun’s architecture with a 20-metre wall of books and grey engineered timber. A national treasure, the National Theatre’s heritage and architecture is acknowledged and respected by a retail design that confidently plays its part in the visitor’s experience.

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It’s a glowing, theatrical space that draws audiences in across the Royal National Theatre’s foyers and then invites exploration. Beautifully detailed and easy to merchandise, it’s an elegant shop that has space to breathe. It really has the wow factor. Lumsden understood the National Theatre’s iconic architecture and sensitively interpreted our needs as retailers in this special context.
Kate Bone
Head of Retail, Royal National Theatre
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