The Handsome Butcher

Retelling forgotten tales

The St James’s Market Pavilion is an exhibition space by Studio Weave, designed to act as an immersive cabinet of curiosities. For the inaugural exhibition, dn&co created a compelling story to fill the cabinets. 

What we did

Retelling a forgotten story

Our research uncovered ‘The Handsome Butcher’, a forgotten popular ballad set in St James’s Market that would have been recited on this very site more than two centuries ago. The exhibition retold the story of the butcher and gave new life to the thriving market that once stood here in the 18th century.

Sights and sounds of the Handsome Butcher

Inspired by Victorian paper theatre, we brought illustration by James Graham, animatronics from the studio responsible for Harry Potter and sound together to create an multi-sensory exhibition. Over 300 laser-cut wooden figures filled more than 100 cabinets. As an added bonus, it was narrated by Stephen Fry.

Dnco Butcher 07 Dnco Butcher 09 Dnco Butcher 08

A piece of the exhibition to take home

For five months, the public could enjoy this open exhibition. We also re-created the ballad sheet so people could read this ribald 18th-century tale of love and upward mobility at home.

Dnco Butcher 04 Dnco Butcher 05

More editorial, exhibition and design & art direction

St James’s Exhibition

Showroom for a luxury London village

St James’s Exhibition
Otl Aicher’s Isny

How a German town defied the postcard mentality

Otl Aicher’s Isny
Pier 70

Made of San Francisco

Pier 70
Here East Exhibition

Imagining the future of an Olympic legacy

Here East Exhibition
Wayfinding at Here East

Designing for an industrial revolution

Wayfinding at Here East
Museum of the Home

Revealing the ways we live

Museum of the Home
Fathom Architects

Thinking that goes deeper

Fathom Architects
The Correspondent

A new newspaper for London

The Correspondent
St James’s Market

A new West End destination

St James’s Market