Boden, London

Next we turn our attention to an entirely different sector of London’s retail community. Formerly an online and catalogue only business famed for its delectable imagery that conjures up the perfect life, this quirky yet classic fashion brand makes its stunning debut on the highly popular King’s Road, Chelsea.

Boden is beautiful, it’s stylish and the epitome of Britishness and its new store aptly portrays the quality and status of the popular brand. With entrances into the flagship on both the King’s Road and Duke of York’s Square, Boden cements itself into the Chelsea lifestyle and fashion scene. It is exceedingly
well designed with an abundance of flair, a trifle of fun and a deep vein of eccentricity running through it, that creates the perfect environment for their well cut clothes.

Although set within a thoroughly modern building, the shop assumes the appearance of a grand Georgian house complete with individual rooms, fireplace and grand staircase all with what appear to be original features (although in reality, replicas). Enter through the contemporary glass frontage at either end of the store and you are immediately immersed in a remarkably light and airy interior that appears far greater than its actual size. This feeling is enhanced by the surprisingly high ceiling that is fitted with recessed spotlights, as well as the roof light cut into its centre that casts light onto the space below. The crisp white walls and ceiling provide the clothes with a blank canvas on which to shine, for Boden is blessed with colour as well as style. The dark wood floor then provides a stark contrast to the minimal interior and further highlights the product range with great effect. Fixtures and fittings also follow the Georgian theme. At either end, panelled walls feature large, recessed wardrobes on either side of the perimeter walls, which showcase clothing hung on rails and folded on shelves. Exquisite glass chandeliers hang from the ceiling creating show stopping centre pieces suspended above antique tables. These display clothing and accessories, alongside vases of flowers and framed pictures, as if in a home. A rug is placed beneath the table to complete the look.

Within the centre of the store a few mannequins showcase particular outfits, otherwise it has the look and feel of a grand hallway complete with a sofa, large ottoman footstool, a couple of side tables, a glass display cabinet and ornate mirror over the fireplace. On all the display tables and chairs are found objects to infuse an authentic homely feel. The chimney breast and opposite wall are painted in a denim blue often associated with Boden and create a bold backdrop for the store, complimenting the dark oak floor and contrasting with the white walls and ceiling.

The hallway leads to the equally grand staircase and the floor below. The stairwell displays a picture gallery - a further nod to the Georgian home, as well as the wit and humour inherent in both the brand and
its founder. Downstairs the vibe is equally invigorating. As on the floor above, further white wall panelling and ceiling with recessed spotlights combine with dark wood flooring to frame the Mini and Baby Boden
collections. Rugs, sofas and found furniture are used for display and merchandising once again as on the ground floor. Vibrant pops of colour on the walls and within the soft furnishings add a youthful, fun element to the children’s area. Glass, pendant lights are suspended from the ceiling to add interest.

The new King’s Road flagship plays homage to the brand’s owner and its online origins; suitably stylish, neither overpowering the brand nor disregarding its heritage. Dalziel & Pow has created a home from home for Boden that is reflected in every material choice and nuance of the experience. The designers have provided the brand with a subtle and elegant interpretation of Boden - the perfect platform for future growth.