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The concept invites customers to shop ‘at home’ with Boden, in a Georgian house setting bursting with an eccentric British vibe and inspired by Johnnie Boden’s unique style and personality. The prestigious Kings Road, Duke of York Square is an elegant and historic address for Boden’s bricks-and-mortar debut, placing an aspirational target audience on its doorstep. Following the success of this inaugural opening, the brand opened a second permanent store in Europe’s largest shopping centre, Westfield London.

Where, When

Duke of York Square, London & Westfield London; 2017

About the client

Boden is a British clothing retailer founded by Johnnie Boden in 1991 as a mail-order business. In 2017 we were briefed to design a destination store for Boden in London’s Duke of York Square – the first high street address for the mail-order and online business, laying the groundwork for future stores in 2018 and beyond.

A bit more detail

Found furniture brings an authentic domestic feel, together with hand-painted finishes and dark wooden flooring. Wit and humour are fed into the space through communications, joined by cheeky pops of colour, engaging lifestyle imagery and elements of surprise. With two entrances at either end, shoppers are enticed into individual rooms that gradually reveal Boden’s bold, vibrant collection in manageable easy-to-navigate segments.


A feature staircase in the centre of the store separates the two floors; Women’s, Accessories and Footwear are on the ground, and Mini and Baby Boden on the lower ground. There's also a surprising feature in the lift – audio with owner Johnnie Boden’s voice has been especially designed to facilitate the journey that, coupled with the store’s unique fragrance, adds to the character and charm of the space.

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5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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