Concept store The Shop at Bluebird, which is owned by the Jigsaw group, has closed its standalone on King’s Road in Chelsea as it prepares to launch its flagship at Covent Garden’s Floral Street in London.
Jigsaw will also close its existing store at Long Acre in Covent Garden and relocate to the new Shop at Bluebird site.
The Shop at Bluebird will continue to operate at its other Chelsea location, Jigsaw’s King’s Road Emporium located at the Duke of York Square.
Its new 15,000 sq ft Covent Garden flagship, slated to open in April, will feature a triple-height day-lit atrium, as well as two dedicated retail floors and a large restaurant on the upper floor.
The store, at Carriage Hall, will showcase a ‘Playground of Wonders’ concept designed by agency Dalziel & Pow.
Elements representing the grade II-listed building’s Victorian architecture will be “interwoven” with the art deco style of the previous King’s Road venue, including draped curtains, velvet textures and ornate patterning.
The interior will display specially-commissioned artworks and antique furniture as well as “greenery”.
Claire Miles, head of The Shop at Bluebird, said: “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 Shop at Bluebird first opened on King’s Road in Chelsea in 2005. Run by Miles, it stocks designer brands including Chloe, Alexander McQueen, Peter Pilotto, Victoria Beckham, Racil, Galvan, Temperley London and Ports 1961.