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The Shop at Bluebird, London

This effervescent Chelsea store showcases high-end and contemporary brands as part of a lifestyle offer

With a raft of new brands for autumn 09 and an ever-evolving interior, The Shop at Bluebird is diversifying its offer to meet a changing customer base. No longer the preserve of
Chelsea’s It girls, the 10,000sq ft shop is gradually being crafted into a more inclusive space that offers a mix of high-end, international brands and contemporary European labels for men, women and kids.

“I wanted to make the space more inclusive,” says store manager Paul Baptiste, who joined from London department store Liberty in October. “Our eclectic mix of luxury and urban makes it feel warmer. The books and music are also a vital part of our offer.”

Baptiste is particularly excited about the arrival of Marni Editions and 3.1 Phillip Lim for autumn 09, brands he says fit perfectly with the ethos of the shop. “They are both stand-out international names,” he says. “They are designers who continue to surprise and never follow the pack, which is our sentiment too.”

Other new brands in the mix include Lot 78, McQ and Diane von Furstenberg.

The Shop at Bluebird is famed for its unusual artefacts used to dress the space. These include a stuffed fox, brightly coloured classic bicycles and vintage suitcases.

The shop’s interior allows the quirky fashion and furnishings to speak for themselves. Exposed pipework and simple cream-tiled floors are complemented by walls of frosted glass.

The majority of the shop, which used to be a food market, is open plan, but a separate room at the back conceals hidden gems. Baptiste refers to this as the “pop-up space” and frequently allows designers or brands to exhibit in the area. It is currently decked out as a holiday room, containing swimwear, accessories and luggage, but during London Fashion Week in September the space will be taken by designer French men’s and women’s wear label Kitsuné. The area also doubles as a personal shopping room and has a velvet-walled changing room.

From September, there will be a greater emphasis on both kidswear and homeware, reflecting the rise in families visiting the shop at weekends.

However, womenswear will continue to be the main focus. The entrance houses menswear, which is taking on a more tailored feel with the introduction of brands such as Costume National, Missoni and Woolrich Woolen Mills.

Baptiste says the latter “is the thinking man’s casual range”. As long as that “thinking” man is thinking outside the box, he’ll find something innovative in this corner of west London. 



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The Shop at Bluebird King’s Road, London SW3

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