Located in London, the Victoria and Albert Museum Main Shop is an international, competition-winning design that draws on research conducted in the V&A archives by Friend and Company.

Designed as a 'transformer' space to connect with wider audiences and showcase the latest manufacturing and robotic craft. Both the new Jewellery Pavilion and the Pocket Workshop extended the original competition brief through collaborative approach adding new demonstrator and event spaces to the V&A Museum Shop so visitors can now witness artist reinterpretations of the museum collections. Published globally the new Shop is an example of how a shop can diversify a museum.