- Client:
- The Shop at Bluebird
- What we did:
- Research & Insights, Customer Experience Strategy, Communications Design, Retail Design, Format Development
- Where
- Covent Garden, London
- Awards
- Drapers, EuroShop & more
The Challenge
The Shop at Bluebird was originally an iconic destination on the King’s Road. With its curated selection of clothing and lifestyle products, it was a real treasure trove for fashionistas. However, after 12 years in Chelsea, the brand decided it was time to move to a bigger home - the historic Carriage Hall on Floral Street, Covent Garden. The Shop at Bluebird wanted its new store to make an impact on the neighbourhood and capture the attention of a new set of discerning luxury shoppers, while at the same time staying true to its whimsical, expressive and eclectic spirit.
The Solution
The 15,000 sqft flagship embodies the best of the brand’s personality. Visitors to The Shop at Bluebird are met with a sense of wonder and anticipation as they walk through the door. The space has been designed to gradually reveal its theatrical interior and Instagrammable moments to wow customers. A carefully selected edit of artwork, design, premium fashion and beauty unfolds across this 19th century coach house, with the potential for a rooftop terrace restaurant in the future.
Bringing the outside in
At the heart of the store is a glass-topped atrium surrounded by three galleried floors. Flooded with natural light, it brings an open-air courtyard feel inside and lush greenery adds to the fresh feel. It also functions as a social space for sharing, learning, promoting and all things Bluebird.
A shining statement
The show-stopping centrepiece of the atrium is a bespoke icosahedron installation of 20 mirrored faces from which light beautifully rebounds.
Flexible space
The store is able to adapt for brand takeovers, fashion shows and other events thanks to a smart pulley system of suspended rails.
Honouring heritage
The design is respectful of the Carriage House’s Grade II-listed architecture and blends heritage with modernity. Original features such as the beautiful wooden beams and brickwork are highlighted. Equestrian details and carriage wheel motifs have been added as a nod to the space’s previous life as a coach house.
Creative spirit
Art has always been a core part of The Shop at Bluebird, so we infused it throughout the new space. A wall of artworks curated by William Ling of the Fashion Illustration Gallery can be found on the first floor while stairwell treatments pay homage to different artists on each level.
All in the details
A kaleidoscope of coloured paint drips down the walls surrounding the lifts and puddles out onto the timber flooring, adding an extra touch of creative flair to the retail experience.
