The Shop at Bluebird unveils revamped flagship store

London - After trading for 12 years from London’s iconic King Roads, The Shop at Bluebird has opened its revamped flagship store, located at the historic Carriage Hall on Floral Street. The new 15,000 square foot flagship store is said to embody the brand’s “whimsical, expressive, free-spirited identity” through its curated blend of artwork, design, premium fashion and beauty, as well as its immersive design, created by creative agency Dalziel & Pow.

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The Shop at Bluebird’s immersive ‘Playground of Wonders’ aims to raise the bar for experiential retailing by offering consumers a unique experience. The space in the store, located in London’s Covent Garden, has been designed to slowly reveal its theatrical interior and instagrammable locations. Starting with a deceptively understated shopfront, the store welcomes customers through to a trend area that features a bold VM arrival statement, with trailing greenery along the ceiling. This area then leads to the centre of the store, where a glass-topped atrium, encircled with three galleried floors sits.

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The new store offers plenty of natural light and paved cobblestones, which aims to create a feeling of open-air courtyards. In order to further create a feeling of juxtaposition between the indoors and outdoors, hanging baskets cascade onto foliage on the store floor. One of the main features in the store, located in the atrium, is a bespoke Icosahedron installation of 20 mirrored faces that reflect and distort the surroundings. The main staircase in the store also features a reflective underside, which reflects the surrounding greenery.

“The Shop at Bluebird has long been a hub of creativity, and in our new Carriage Hall home, we’ll be bringing our unexpected fashion, art, and beauty finds to a truly unique store setting”

Art is another key feature of the new store, as it has always been a core part of The Shop at Bluebird. The new store includes a wall of artworks on the first floor exclusively curated by William Ling from the Fashion Illustration Gallery, while the stairwell acts as a showcase for different artists on each level. The store’s lifts feature a kaleidoscope of coloured paint which appears to drip down the walls and puddle out onto the timber flooring, connecting the two floors.

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The new store has been decorated with statement pieces, such as antique furniture, as well as pieces rehired from the King’s Road location. Long tables for merchandising displays sit alongside large handmade rugs and draped curtains. Each of the store’s shop-in-shop has also been given its own design signature. For example, the bags and jewellery section uses yellow zinc as a signature material, while the beauty and fragrance section offers a natural, earthy and soft apothecary detailing, complete with a living tree coming through the ‘test and play’ table.

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The Shop at Bluebird will also open a restaurant and roof terrace on its top floor in summer 2018. This new area is set to join the dedicated spaces for Blink Brow Bar, which offer a walk-in eyebrow shaping services using the ancient art of threading, the Avery Perfume Gallery and a takeover shop-in-shop by Italian lifestyle brand Fornasetti. “The Shop at Bluebird, Carriage Hall, Covent Garden is one of those rare opportunities in retail design – a great site and a brave client who can see the potential in creating a benchmark retail experience,” said Dalziel & Pow’s Creative Director David Dalziel. “This can become the ‘must-see’ fashion lifestyle store in London.”

Photos: The Shop at Bluebird