Fashion brand Boden has opened its second permanent physical store, with a branch in Westfield London.
The brand – previously available online and by mail order – has been following a strategy to develop a physical presence since November last year, when it opened its first store, in Chelsea. Dalziel & Pow has designed both stores, employing an eclectic and heritage-infused concept.
The latest store is Boden’s first in a shopping mall environment, and combines tradition with a contemporary edge to suit its surroundings. The store invites customers to shop ‘at home’ with Boden in a Georgian house setting, featuring an eccentric British atmosphere inspired by brand founder Johnnie Boden’s style and personality..
A double-height shopfront makes a bold statement seeks to maximize appeal to passers-by, with displays of Boden’s womenswear and children’s collections. Beyond the window’s Crittal-glazed framework, a deeply recessed VM area showcases the domestic heritage concept, with design cues such as half-panelled walls, Georgian-style mosaic floor tiling and framed artworks.
The sense of a ‘home-from-home’ continues inside, with the use of found furniture pieces, chandelier lighting fixtures and wooden flooring. Wit and humour are fed into the space through graphic communications, joined by lifestyle imagery and ‘elements of surprise’.
The simplified single-floor layout gradually reveals Boden’s collection – along with memorable brand moments- through three generous rooms. A central space invites customers to dwell and browse online collections.
The back wall and cash desk are used to draw shoppers further into the store.
Boden will continue to roll out its physical store concept through 2018 and beyond.