A High Street Debut

By Mark Faithfull

Photos courtesy of Dalziel + Pow

With a wink to shopping “from home,” the first brick-and-mortar location for online brand Boden features a more domestic backdrop for its womens’ and childrenswear lines.

Opening at Duke of York Square (home to more than 30 boutiques, an artisan food market and the Saatchi Gallery) on the Kings Road in London in a Georgian house setting, the concept features found furniture for an authentic domestic feel, together with hand-painted finishes and dark wooden flooring.

These elements all combine with an eccentric British vibe, inspired by founder and owner Johnnie Boden’s distinctive style.

With two entrances at either end of the store, shoppers are enticed into individual rooms that gradually reveal Boden’s collections in manageable, easy-to-navigate segments. A central feature separates the two levels—women’s, accessories and footwear are on the ground floor, and Mini and Baby Boden are on the lower ground.

“For me, the feature staircase is where the concept of ‘at home with Boden’ really comes to life,” says Rebecca Walton, design project leader, interiors, at London-based Dalziel + Pow, which designed the store. “It’s generously domestic and is a pause point, giving the customer a chance to absorb the British wit of the brand on the gallery wall. I also think the blend of old with new, be it the found furniture, display cases or vintage toys in Mini Boden, brings with it a layer of brand warmth that makes the store enjoyable to explore.”

An example is the elevator, where audio with owner Johnnie Boden’s voice has been piped in. This, coupled with the store’s fragrance, adds to the character of the space, as does the bold and confident use of color to reflect the brand’s optimistic outlook, without compromising the strength of the product, itself highly colorful and patterned.

“We created opportunities in circulation, service and fitting room areas to bring in bold color,” says Walton, who reflects: “The Boden customer is loyal, with a real bond with the brand, and their expectations are high. We had a responsibility to go above and beyond those expectations. We worked closely with the Boden team on every detail, keen to bring the personality and offer to life.”

Boden has plans for future store openings in 2018. Sounds like a colorful future.


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