Store Review - The Shop at Bluebird


I am obsessed with the new Shop at Bluebird store in Covent Garden. The store has always been a hub of creativity and is the dream store for high end luxury brands, who aspire to have their collections placed in store. They have always supported new designers and this is still an important element in the new space, allowing customers to discover newer brands alongside the well-known names.

The Shop at Bluebird has always been one of London’s most exciting concept stores since it opened originally on the Kings Road. But the move to its new home in Covent Garden in 2018 has taken the store to the next level. Based in the historic 19th century, Grade II listed Carriage Hall, it features an expansive hidden courtyard with three levels of galleried floors built around a central atrium. In the centre of the building, light floods in through a stunning glass ceiling and is captured by a suspended Icosahedron mirror sculpture which reflects the light across all the floors.

The 15,000-sq. ft. space is an eclectic and whimsical mix of designs, props and bold visual merchandising displays to create a ‘Playground of Wonders’ theme, which takes experiential retailing to another level. The whole store is an Instagrammable heaven with something new to uncover in every turn, nook and cranny.

The store houses a carefully curated mix of brands, designers and artists with both an affordable, contemporary offer, as well as premium luxury brands including Chloe, Alexander McQueen, Peter Pilotto, Victoria Beckham, Racil, Galvan, Temperley London and Ports 1961, alongside contemporary labels like Isa Arfen, Rixo London, Ganni and Forte Forte.

At a time when so many high street retailers are facing closures or struggling to survive in the current economy, they could learn how to do it differently from the Shop at Bluebird and see what experiential retailing really means in practise. The Shop at Bluebird offers a totally unique, immersive shopping experience, putting the customer at the forefront of what they do and curating their product offer to meet the customers need.