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Launching today, Fortnum & Mason unveils a bold new chapter for The Parlour, the destination for decadent ice cream creations, iconic savoury favourites and their famous teas, it has been redesigned in collaboration with celebrated British illustrator Jonathan Burton.
Launching on 12 May, The Parlour will be transformed through Burton’s distinctive artistic vision, inviting guests to step into a surreal and whimsical universe where colour, curiosity and creativity take centre stage. Known for his highly detailed illustrations, his work accentuates pre-existing narratives whilst introducing his signature playful, surreal edge. Jonathan has worked with a number of globally renowned heritage brands including Hermès and The Ritz Hotel, as well as bringing to life beloved literary worlds through his special illustrations in The Folio Society editions. Having previously designed the menu at 45 Jermyn St. The Parlour is a natural evolution of the creative relationship with Fortnum & Mason.
Reimagined in close collaboration with the artist, The Parlour will be adorned with Burton’s signature designs, creating an environment that blurs the boundaries between art and dining. Guests are invited to experience the space as a living illustration, one that celebrates both heritage and imagination in equal measure. After dining in The Parlour – or simply enjoying an ice cream to take away – guests will be treated to a final ‘surprise and delight’ moment. Free to take part, customers are handed a token to interact with a whimsical installation adjacent to The Parlour: with the chance to win a discount off their next visit. Think Willy Wonka meets an old fun fair, with a touch of Heath Robinson’s mechanical illustrations.
The new menu focuses on the classics, bringing nostalgia for the adults and excitement for the kids. Highlights include the Cherry Knickerbocker Glory, Banana Split, and a richly layered Black Forest Gâteau, alongside savoury favourites such as Scotch egg with piccalilli, Prawn cocktail and the Parlour hot dog with caramelised onion, alongside the usual ice cream flavours that The Parlour is known for.
To drink, guests can enjoy playful creations including the Gin and Tonic Float, alongside Fortnum’s Royal Blend Tea and a selection of refreshing iced teas such as the Wellness tea.
Situated on the first floor of the Piccadilly flagship, The Parlour has long embodied Fortnum’s commitment to playful decadence. Inspired by traditional 1950s ice cream parlours, this latest transformation introduces a fresh artistic perspective while continuing to serve its signature selection of ice creams, savoury dishes and sweet treats – including the iconic Knickerbocker Glory, first introduced to the UK by Fortnum’s in 1955.
Blending artistry with gastronomy, the collaboration invites guests to step into a world where imagination knows no bounds. Jonathan Burton says: “With such a large scale I wanted to engage the diners with detail and storytelling. While the overall decoration will be immersive in its atmosphere, the work really rewards those who look closely. Large animals are alongside tiny ones and characters travel from one wall to another. The many bees for example have an end goal and then there’s the flying caterpillar swooping its way around the background.”