The Bluebird

 

After visiting some of the most stylish boutiques all over London Hannah, Phoenix and I decided to revisit our favourite, The Bluebird. The shop at The Bluebird was our most desired by far as it’s so different compared to the other stores. It’s a lot more light and airy than the rest of the small pokey boutiques. The vast floor span is tiled with small white tiles and most of the walls are painted in a light colour making the space seem even larger. The space also appears to be a lot less glamorous than your typical fashion boutique. The industrial pipes in the ceiling that I noticed on my previous visit are matched with equally industrial looking metal racks, a few slightly scuffed mannequins and frosted glass windows, which you may be more used to seeing in factories. These industrial features of the shop give it a cool laid back atmosphere. This is contrasted with a few select arty and feminine pieces to still keep up the chic boutique feel. Ornamental lights hang down from the ceiling, while a few select pieces are hung on decorative metal trees and magazine covers are displayed along with art work on the wall. This perfect balance between slightly shabby and very elegant interior features sets this boutique out from the crowds, which in turn brings in very up to date, fashion savvy customers.

This store is clearly aimed at the young wealthy fashion pack living on The Bluebird’s doorstep in Chelsea. This can be seen through the number of lifestyle products, as well as fashion products that are sold there, giving customers the option to kit their whole apartment out with the pricey products that they sell. They have everything from candles laid out on a glass table, fittingly surrounded by soft chairs and mismatched screens, to cushions displayed inside vintage suitcases. In addition to the lifestyle products there is a wide selection of fashion magazines on sale and a beauty salon/shop in the rear of the store, which allows clients to have the full glamorous fashion experience.

 

Despite this store selling so many different types of products and brands, it does not remotely feel like a miniature department store as you may think. The store is cleverly split up to allow you to easily find what you’re looking for, while it still remains seamlessly combined together. For example the shoes and accessories section is laid out with a matching set of wooden tables outlining the area, with shoes carefully displayed on top. In the same area there are also vintage looking glass cabinets filled with handbags, jewellery and sunglasses. Despite being tucked away in an alcove, the changing rooms still seem like a part of the main store as the entrance to them is really wide and open, adding to the open plan feel of the shop. Tucked away in another alcove is a book section, containing both art and fashion books, proving that this shop is aimed at trendy, in the know, fashionistas.

As well as focusing on being current and chic, you get a feeling that The Bluebird has a real sense for quality. This is not just apparent in the luxurious fashion brands, like Acne and Isabel Marant, they stock. The whole Bluebird complex seems to focus on selling superior products to customers with a higher price bracket. The A la Carte restaurant is renowned for its high quality food, the food shop/deli, where we stopped for a quick drink, sells freshly made salads and cakes, and the bar is described on their website as ‘the place to be and be seen in Chelsea’.