The Shop At Bluebird
Along a winding, cobbled street just off St Martin’s Lane lies a Grade II-listed former coach house which is the new home of The Shop at Bluebird. In little over a decade, this concept store has emerged phoenix-like from the ashes of its treasure trove of curios tucked away in the eponymous brunch spot for West London rakes and roués to spread its wings in this newly revamped retail space in the heart of Theatreland.
Midtown isn’t exactly renowned as a shopping district but with an Apple store opened just around the corner and luxury design hotel Henrietta a few blocks away, this is an area going places. Plus it’s closer to HQ here at Paradise Row (who knows, they might open up an even bigger store around here in 10 years from now)!
The 15,000 sq ft store opens up from its unassuming façade like a butterfly emerging from its chrysalis to reveal a quaint, cobbled courtyard below a soaring glass atrium, the original carriage pulley systems, beams and gates, nodding to the building’s former use whilst an 8 foot tall tree reflects the building’s regeneration as an incubator for the green shoots of 21st century British fashion, beauty and homeware pieces.
Claire Miles’ innovative edit comprises an eclectic mix of up and coming brands and well-established fashion houses, with luxury labels like Acne Studios and Victoria Beckham jostling for attention with upstarts like Ganni, the pinnacle of effortlessly confident Danish style, and Alighieri, an emerging London-based jewellery brand wistfully inspired by Dante’s Divine Comedy.
The experience is enhanced at all stages by the warm and welcoming staff, who are experts in discovering your own unique style with one of a kind pieces. The atmosphere is warm and welcoming, with the decadent velvet sofas making you feel as though you have stepped into someone’s home. Albeit not any ordinary home, with the books and eccentric homeware bringing a sense of wonder and awe to the banal and domestic, whether that be the modernist statement pieces of Tom Dixon’s home accessories collection or the quirky ceramics of Fornasetti and London-based Luke Edward Hall.
This nonpareil concept store is also a space for art and creativity with an in-house art gallery, located on the first floor. The Fashion Illustration Gallery by William Ling is a carefully curated wall of artworks from some of the world’s leading fashion illustrators, all available to purchase at affordable prices.
And if all the shopping gets too much, the store has its very own Blink Brow Bar, Light Salon therapy rooms, a cocktail bar and restaurant and an impressive roof garden, yet another thing to turn your world upside down. The Shop At Bluebird’s mission is not just to provide a unique luxury shopping experience, working as they do with the most talented names in the industry, but to show you something you haven’t seen before, providing an evolving experimental space which is, in their own words, part concept store, part cabinet of curiosity. Supporting emerging designers is in the shop’s DNA and here at Paradise Row, we couldn’t be happier to be part of the next chapter in The Shop at Bluebird’s evolving story.
Words: Nicholas Diamond-Krendel
Photography & Styling: Andrea Martínez Gordo