Lumsden, a design firm specialising in retail and F&B for visitor attractions, is celebrating the opening of a new home for Rotherham-based children’s literacy charity Grimm & Co. The magical Emporium of Stories is now open following a 2.5-year transformation of a beautiful gothic-towered building.
The charity joined forces with the acclaimed design team Lumsden to spearhead the design, masterplan, and fit-out of its permanent Yorkshire abode. The whimsical building, fusing elements of retail, learning, and culinary pleasures, promises to captivate and ignite the imaginations of guests of all ages.
With the aid of a small capital grant from Arts Council England, Lumsden, partnering with Cod Steaks and Cronin, has revitalised the late 1800s church into a castle of imagination. Repurposing elements such as wooden pews, Victorian joinery, the pulpit, and the original church organ, the transformation retains the building’s essence while shedding its religious connotations.
Renamed Grimm & Co’s Emporium of Stories, the exterior boasts whimsical railings branded with the charity’s logo. It is encircled by a burgeoning sensory garden tailored to diverse needs, including those of neurodivergent individuals. A terraced café offers an inviting spot on sunny days.
Inspiring spaces
Within the Emporium of Stories, visitors can discover Grimm & Co’s story-themed café, The Feastery, the Apothecary to the Magical, a versatile events and banqueting space named Cliffhanger Castle, Grizelda’s Imaginarium, and three distinct Writers Pad areas catering to schools, families, and storytelling enthusiasts from near and far. Each space is crafted to foster creativity and serve as an inspiring haven where imagination flourishes.
Firstly, The Blurb is an enchanting entrance showcasing Grimm & Co’s fresh Emporium of Stories brand, a collaborative effort between Lumsden and Hawaii Design, the firm responsible for crafting each area’s graphics, branding, and sub-brands. Adorning the walls and ceilings is a large, specially commissioned book installation created by Cod Steaks.
Next, visitors transition into a space that harmoniously blends retail elements, including the Apothecary to the Magical, which draws inspiration from Art Deco and Art Nouveau pharmacies. It offers potions like A Pinch of Happiness, Concentrated Concentration, and Pearls of Wisdom. Meanwhile, the Yorkshire Souk is a marketplace for fantastical products crafted to ignite creativity and captivate young imaginations.
At the core of the Emporium of Stories lies The Feastery café, offering coffee, tea, cakes, and snacks. The café features a symbolic touch—a majestic tree’s roots peeking through the ceiling and a bubbling spring hidden within an ancient cupboard, surrounded by moss-covered rocks reminiscent of the Yorkshire moors.
Here, children and visitors gather to hear the tale of Graham Grimm’s discovery of the Source of Imagination, created by Jeremy Dyson, writer for The League of Gentlemen. Set in the 1100s, before Rotherham’ became a modern city, this narrative heavily influenced Lumsden’s design for both the exterior and interior spaces.
Adjacent to the Emporium of Stories and Feastery, Cliffhanger Castle stands as a spacious double-height area, once the nave of the church, preserving the original pulpit and organ. This serves as both a venue for parties and events and an extension of the Feastery café during peak hours.
Continuing onward and upward, guests reach Graham Grimm’s office, furnished with chairs for fairies, giants, and humans alike, where he entertains all creatures, mortal and otherwise. Graham has never strayed from Rotherham, whereas Grizelda embodies adventure, and her Imaginarium is a testament to her travels. Here, fantastical treasures from around the globe, as imagined by the children who frequent Grimm & Co, are proudly displayed.
The experience culminates in the Writers Pads, three themed rooms concealed behind secret passages. Here, small groups of children partake in workshops guided by dedicated staff, including an illustrator and scribe who chronicle the children’s narratives in real-time. With each session, young participants embark on a voyage of imagination and storytelling, departing as published authors with bound copies of their tales. Exiting through the giant beanstalk slide that encircles Graham Grimm’s office, children cap off their adventure with a thrilling descent.
A spectacular and functional building
Deborah Bullivant, founding chief executive of Grimm & Co says: “Our charity uses the joyful discovery of stories to support children and young people’s literacies. The building was a disused church with beautiful gothic features that needed celebrating whilst creating a new, high quality and stunningly sensational space for all.
“Lumsden worked with this brief and designed something spectacular but also fabulously functional. We’ve been thrilled to be able to work with this amazing team.”
James Dwyer, creative director of Lumsden, adds: “Since our first encounter with the Grimm and Co team, we sensed the extraordinary potential of this project and through our collaboration have crafted something truly exceptional. Creating the Emporium of Stories has been a labour of love.”
“We’ve carefully crafted exciting spaces to ignite imaginations, whilst also providing tranquil retreats to cater to every visitor’s needs, ensuring an immersive and inspiring experience for people of all ages. It’s been an honour to support the Grimm & Co team on their journey, not only furthering their incredible mission but also helping them to become a remarkable visitor destination for Yorkshire.”
Grimm & Co’s new establishment marks a substantial expansion of its mission: to impact lives through storytelling, cater to a wider audience, and secure vital additional income for sustained growth. With its fusion of entertainment, learning, and community involvement, Grimm’s Emporium of Stories is poised to emerge as a premier destination for residents of Rotherham and beyond.
Earlier this year, Lumsden revealed details of a new retail experience that it developed for The Real Mary King’s Close, Edinburgh.
