Mail-order and online business Boden has opened its first bricks and mortar store at London’s Duke of York Square, which is set to become a blueprint for further planned openings in 2018. Designed by Dalziel & Pow, the concept invites customers to shop ‘at home’ with Boden in a Georgian house setting featuring an eccentric British vibe – inspired by founder Johnnie Boden’s unique style and personality.
Situated on the prestigious Kings Road, Duke of York Square was chosen as an elegant and historic address for Boden’s bricks-and-mortar debut, with an aspirational target audience to match. The Square is home to more than 30 boutiques, one of London’s best artisan food markets, and the iconic Saatchi Gallery all contributing to the chic cosmopolitan vibe.
Found furniture brings an authentic domestic feel, together with hand-painted finishes and dark wooden flooring. Wit and humour are fed into the space through communications, joined by cheeky pops of colour, engaging lifestyle imagery and elements of surprise.
With two entrances at either end – shoppers are enticed into individual rooms that gradually reveal Boden’s bold, vibrant collection in manageable easy-to-navigate segments. A feature staircase in the centre of the store separates the two floors; Women’s, Accessories and Footwear are on the ground, and Mini and Baby Boden on the lower Ground.
“The launch of any established online brand into physical space is a challenge, a challenge to represent the brand in a way it hasn’t needed to consider since its inception. At Boden that required us to get closer to the brand essence than is normally possible, to truly reflect it in every choice of material, every nuance of the experience. In this store Boden creates its own home from home – the result is a subtle and elegant interpretation that gives the brand a platform for future growth,” says David Dalziel, creative director, Dalziel & Pow.