Bionda Castana Opens New Store in London’s Belgravia

Less than a year after opening its first retail location in London’s Belgravia, Bionda Castana are moving into a new space.

“We wanted to go bigger,” said Natalia Barbieri, who co-founded the label with Jennifer Portman.

The decision to move in such a short period of time came after the brand reached its financial targets for the year, in the first five months of 2016.

Located down the road from the label’s inaugural London flagship on Elizabeth street, the new store features a larger selling space spanning 350 square feet and a garden. It also houses the brand’s offices.

Bionda Castana Store
Inside the new digs
CREDIT: Rex Shutterstock

“There aren’t that many stores with a garden and we also wanted to design the space inside so that it feels like you are in someone’s living room,” explained Barbieri.

“It helps to bring traffic because it fits the mood of the area. It’s very residential here, so people come in to shop but also to just hang out.”

The store – designed in collaboration with Hayley Newstead of luxury florist and interiors boutique Absolute Flowers & Home – mostly features a neutral palette with wooden floors, foot stools in earth tones and rusty gold shelves, while the shoes on display and a blush-pink chair add pops of color.

Bionda Castana shoes
Natalia Barbieri and Jennifer Portman.
CREDIT: Courtesy of brand.

Earlier this year, the designers also collaborated with British high-street label L.K. Bennett on a capsule collection.

Instead of hosting a traditional launch party the brand wanted celebrate its new store in a more interactive manner; to coincide with the Chelsea Flower Show members of the press were invited to join a a terrarium building workshop with Barbieri.

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