ELEPHANT FOUND: CHELSEA BEACH

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.