Boden welcomes customers home with its high street debut in London
Dalziel & Pow has designed a destination store for Boden at London’s Duke of York Square – the first high street address for the mail-order and online business opened on 9 November 2017.
The concept invites customers to shop ‘at home’ with Boden in a Georgian house setting bursting with an eccentric British vibe – inspired by Johnnie Boden’s unique style and personality.
Situated on the prestigious Kings Road, Duke of York Square is an elegant and historic address for Boden’s bricks-and-mortar debut, placing an aspirational target audience on its doorstep. 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.
There is also a surprising feature in the lift, audio with owner Johnnie Boden’s voice has been especially designed to facilitate the journey that, coupled with the store’s unique fragrance, adds to the character and charm of the space.
David Dalziel, Creative Director, Dalziel & Pow said: “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 and the result is a subtle and elegant interpretation that gives the brand a platform for future growth.”
Boden’s first store lays the groundwork for future stores in 2018 and beyond.
M2K Services specialise in shop fitting, warehousing, stock management and maintenance services. Services are both planned and reactive, are backed by an in-house help desk and all shop fitting equipment is produced in either the UK or the Far East.
M2K Services has been in operation since 2000 and within this time the company has worked with a range of prestigious clients, including Missguided, Rapha, Farm Foods, Boden, Thorntons, Selfridges, White Stuff and French Connection, as well as River Island – a working relationship which stretches back to M2K Services’ inception. Most recently, M2K Services was appointed as the main contractor on Boden, providing both manufacture and fit out services for the project.
M2K Services Director, Paul Addison, said:
“We’ve had a long term relationship with David and his team at Dalziel & Pow; we enjoy bringing their designs to fruition and have especially enjoyed the enthusiasm Boden & D&P have brought to launching Boden’s first high street store.”
“At M2K Services we pride ourselves on our ability to provide a reliable, cost efficient service with the customers’ needs being of upmost priority. Developing long term relationships is our main aim, hopefully achieved by out talented team adding value or highlighting possible efficiencies whilst retaining design integrity.”