London - December 02, 2005

Super Store

The Shop at Bluebird Opens

Joan Rivers. Joan Collins. Jocelyn Wildenstein.

Some just keep updating what they’ve got.

Like the Bluebird, another reconstructive surgery addict that rivals anything seen on Nip/Tuck. The entire ground floor — formerly the Garage fashion market, then the Bluebird Food Market, then the poshest branch of Sainsbury’s in the universe — has now been transformed into The Shop at Bluebird.

It’s a market-style superstore selling everything from edgy designer clothing and accessories for men and women to limited-edition books, music and gadgets, with regular exhibitions and performance art. The concept mimics the likes of Colette in Paris (no, no: this one really does), or 10 Corso Como in Milan, with a touch of Rei Kawakubo’s Dover Street Market thrown in.

Stock will change all the time, with initial collections by the likes of Bella Freud, Hussein Chalayan, Mint, Park Vogel and Sonia Rykiel for the girls and Turnbull & Asser, Richard Grand Cashmere and Tretorn for the boys, alongside furnishings by Anthony Stern Glass, Sinclair Till and Vitra. Ole Henriksen spa rooms will be added in January.

As face-lifts go, this one is impressive.

And guaranteed to pull in admirers of every age.

The Shop at Bluebird, 350 King’s Road, SW3 (020 7351 3873 or theshopatbluebird.com).