The Shop is housed in a 19th Century Grade II-listed building, characterised by a large, hidden courtyard with three galleried floors built around it, in the Carriage Hall on Floral Street. The brand’s new home from May this year houses a carefully selected mix of designers and artists in more than 1400 square metres of historic coach house. Brands include Chloé, Alexander McQueen, Peter Pilotto, Victoria Beckham, Racil, Galvan, Temperley London and Ports 1961, alongside contemporary labels like Isa Arfen, Rixo London, Ganni and Forte Forte. A restaurant and roof terrace will open on the top floor in the summer and Blink Brow Bar, Italian lifestyle brand Fornasetti and the Avery Perfume Gallery will all have spaces in the store. A wall of artworks will feature on the first floor, curated exclusively by William Ling from the Fashion Illustration Gallery.
Buying Director of The Shop at Bluebird Claire Miles explains The Shop has been London’s best kept secret for the past 12 years. “A place to shop for luxury fashion, contemporary art and industry favourite beauty brands in a setting unlike anywhere else in our city. Our success story until now is the foundation of our new home in central London, where we’ll be creating a whole new chapter for the brand and taking experiential retailing to another level.”
The interior of the store has been created by retail design experts Dalziel & Pow, an award-winning company headed up by Creative Director David Dalziel. “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 David. “The premium brand offer of The Shop at Bluebird is a potent one, helped by the landlord’s ambitions to re-generate the previously quiet ‘back streets’ of Covent Garden. This can become the ‘must-see’ fashion lifestyle store in London.”
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