The Shop at Bluebird, London
Carriage Hall, Floral St, London WC2E 9DP, UK
Dalziel & Pow
Multi-brand retailer The Shop at Bluebird has relocated from King’s Road to the Carriage Hall on Floral Street – doing so with impeccable style. Designed by Dalziel & Pow, the new 15,000 sq.ft flagship is a free-spirited, whimsical setting that combines art, fashion and beauty.
Dubbed the ‘Playground of Wonders’, the space shows its true colours once you venture beyond its deceptively straightforward exterior. A bold trend area and lush greenery lead customers through to a glass-topped atrium and its three connecting floors.
Dalziel & Pow has created a benchmark in retail experience – one that could become the ‘must-see’ fashion lifestyle store in London.
With cobblestones and planters, the atrium has a courtyard vibe, but this is upended by brightly patterned hanging curtains and a huge mirrored centrepiece that plays off the mirrored undersides of the stairs.
Art is central to the brand, and can be spotted throughout the space as stairwell treatments, ‘dripping’ rainbow paint and adventurous repurposed furniture. Patterns and motifs clash and collide, delivering interest and adventure throughout.
Each shop-in-shop has a unique treatment relevant to the products it houses: yellow zinc for Bags and Jewellery, and trees and soil for Beauty and Fragrance. Striking VM projects entice customers upwards into the Fashion Playground, appointed with a striking lighting installation.
A pulley system allows the space to be adapted for takeovers or events, and fitting rooms and cash desks are cleverly and unobtrusively positioned. Though eclectic, the design works with the space’s Grade II-listed architecture, highlighting or building upon original features.
Already home to a handful of dedicated spaces, the Carriage Hall is set to expand with an on-site restaurant and roof terrace in 2018.