National Theatre, London

Since its inception in 1976 Sir Denys Lasdun’s building on the South Bank in London has divided opinions. Love it or hate it, there’s no denying its importance within British history. The 60s inspired and at the time revolutionary piece of architecture has become an iconic symbol within the arts. It is home to one of the world’s greatest theatre companies, the National Theatre. This incredible company, which prides itself on its “dedication to the constant revitalisation of the great traditions of the British stage and to expanding the horizons of audiences and artists alike”, has opened a new retail shop within the foyer. As you would expect, the National has accumulated a wealth of literature and memorabilia which is continuously growing. It has also recently launched a new ‘National Theatre inspired’ gift range. It was therefore essential that the shop be both well designed to reference Lasdun’s iconic style, as well as accommodate the plethora of theatrical related merchandise.

Inside the monolithic building, that is now looking jaded and austere, the foyer with its concrete pillars and lofty ceiling is by contrast, peaceful and serene. Lurking in the depths, like hidden treasure, lies the new book and gift shop. Having no formal boundary it is easy to find yourself drifting amongst the bookshelves and display tables and even easier to become wrapped up in the retail offer. The overall design is bold with a material palette of dark wenge (a sustainable replacement wood was used to replicate the original), grey engineered coloured wood and red lacquered oak, contrasting with the concrete walls and floors. Bespoke furniture with radiused corners and wood panelling also references Lasdun’s work. Touch screen technology, a dedicated reading area and a 20 metre long wall of books also take their place within this stunning new store.

Two large low square display tables, that echo the crate like ceiling above, showcase a wide selection of reading material and spill out into the foyer tempting you in. The store is well balanced. An even bigger low display table, this time bright red, that fits perfectly between two concrete pillars is the focal point of the store. Pens, notebooks, T-shirts, games and other product are elegantly merchandised. From here the symmetry begins. Behind and to either side of this central feature, floor to ceiling, red shelving units are tastefully loaded with more theatrical books, gifts and souvenirs. Behind these units you can glimpse the ends of the 20m long bookcase that spans the entire width of the store. Beautifully finished in dark wood and theatrically lit, the bookcase has simple and elegant spacers to help you locate an author and contemporary down lighters that add a dramatic touch. The unit adds a dark, rich depth and an historical quality to the shop. At one end a relaxation and reading area has been incorporated into the space. At the opposite end a fake bookcase has been created to hide the stockroom door, adding a theatrical touch as staff enter and leave the retail stage. The opposite ends of the store, equidistant to the central display table and shelving units behind, have different functions. To the right, a large, simple cash desk with a red front and touch screen form the main point of contact for the customer. Whilst the area to the left is dedicated to children – books, toys and games are displayed on functional style shelving that creates a more informal and fun feel.

Whilst not necessarily cutting edge or state of the art, the new National Theatre book and gift shop is perfect for its culturally diverse audience of visitors and theatre goers. Lumsden Design worked closely with the theatre and has achieved a wonderful piece of Lasdun inspired design.