23 King's Rd, Chelsea, London SW3 4LY, UK
Dalziel & Pow
With its new Chelsea location, cheery online retailer Boden has made the transition to bricks and mortar.
On King’s Road at Duke of York Square, the new store effortlessly takes the brand’s online aesthetic offline, with customers invited to shop ‘at home’ in a whimsical Georgian manor nestled amongst dozens of chic boutiques.
The space is divided into multiple rooms linked together by a bright colour scheme, vibrant furniture and upbeat wayfinding signage. Dark wooden flooring and ornate white trim provide a neutral background for bright merchandise and whimsical moments.
Dalziel & Pow has created an experience where ‘Boden creates its own home from home’.
Eclectic artwork smothers the walls, rustic floral arrangements are smattered throughout, and elaborate chandeliers draw attention to key displays.
A feature staircase divides the two-storey store, with women’s apparel on the upper level, and childrenswear on the lower. Take the lift instead, and you’ll be treated to storytelling featuring the voice of Boden creator Johnnie Boden.
This is little surprise given that Boden requested that the experience be akin to shopping in his own home – and that he’s always taken a warm, personalised approach to messaging and communications.
The overall experience is exactly that: it’s an upbeat, real-world translation of Boden’s famously idiosyncratically English style.