LoveBrand & Co., the prestigious beachwear company founded by Oliver Tomalin,
has finally opened its first boutique on Chelsea’s “beach” just by Fulham Road
at 5 Park Walk, in London.
The
1,000 sq ft Flagship Boutique intends to encapsulate both the relaxed sense of
being on the beach and the exacting nature of a luxury flagship. The store
showcases the brand’s responsible
ethos and 'modern classic' style through a blend of unusual upcycled furniture
and traditional brass fittings.
The
display units are made from old scaffold boards with a brass rail holding the colorful
products on elegant engraved hangers. Products are also stored inside the impressive
scaffold units in old apple crate 'drawers'.
For the
check out counter, an old post office with provenance dating back over 150 years,
has been upcycled to its former glory, preserving the original brass grates
that now surround touch screens instead of stamps. Behind which a round glass
table with a base beautifully crafted from upcycled driftwood carries a rainbow
of swim shorts in a circle.
On
entry is the press wall with lines of clipboards holding recent press features.
Below is a table upcycled from floorboards and old ironmongery on which
refreshing iced teas and 'health waters' are available for thirsty shoppers.
Behind
the traditional large sash windows are the two windows displays using upcycled
driftwood poles from which old boat rope is bound holding Love Brand & Co.
products with pegs. “This
flagship store represents the Love Brand & Co.’s values. I wanted to create
a space
that would offer a unique shopping experience, with an exquisite customer service
and high quality products”, explains Tomalin.
Love
Brand & Co. donates 5 % of its sales to elephant charities Elephant Family,
The David Sheldrick Wildlife Trust and Tusk Trust, raising key awareness and
funds for vital elephant conservation projects.