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Brief Published: 24 May 2018

Thrill of Exploration: The Shop at Bluebird’s Flagship

Extra
The Shop at Bluebird, London

British luxury concept store The Shop at Bluebird has opened a hybrid retail emporium based around the idea of exploration in London's buzzing Covent Garden district.

Previously located on King's Road, it has now taken over the 19th-century Grade-II-listed Carriage Hall on Floral Street. Three floors (15,000 sq ft) of fashion, art and beauty devised as worlds-within-worlds create a sense of multiple experiences that echoes the retailer's eclectic multi-brand offering – ranging from Chloe to fresh talent like Italian label Forte Forte.

The store was created by London agency Dalziel & Pow, which worked to a "Playground of Wonders" theme and gave each department a different design. Yellow zinc dominates the bag and jewellery shop-in-shop, while the fashion department uses a mix of projections and light installations that distort the space, and the beauty area boasts apothecary-style display cabinets in a natural, earthy colour palette.

Hidden behind an understated shop front is the grand light-filled atrium, which features cobblestone flooring (a nod to the building's equestrian past), living plants, a geometric mirror installation and a reflective staircase that plays with the visitor's perception of space. Adaptable rails allow the space to be transformed for events and seasonal displays. See also Shape-Shifting Spaces.

Art curated by the local Fashion Illustration Gallery is on display on the first floor, alongside an eyebrow styling space by threading specialist Blink Brow Bar and a variety of pop-up spaces (currently occupied by Italian lifestyle brand Fornasetti). A rooftop terrace and restaurant are scheduled to open in summer 2018.

For more on experiential retail design, see Rise of the Exploratorium and Beta Blends.

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