GROWING UP: Less than a year after opening its first retail location in London’s Belgravia, the hot footwear brand Bionda Castana is moving into a new and bigger space.
“We wanted to go bigger,” said Natalia Barbieri, who cofounded the label with Jennifer Portman. “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 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, Barbieri said.
The new shop is located near the label’s inaugural London flagship on Elizabeth Street, and features a larger selling space covering 350 square feet and a garden. It also houses the brand’s offices.
“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,” Barbieri said.
The store — designed in collaboration with Hayley Newstead of the luxury florist and interiors boutique Absolute Flowers & Home — has neutral palette with wooden floors, foot stools in earth tones and rusty gold shelves, while the shoes — lace-up sandals, tasseled slippers and feminine pumps with the label’s mesh inserts — and a blush-pink chair add pops of color.
Instead of hosting a traditional launch party the brand marked the opening of the new store in a more interactive manner. To coincide with the annual Chelsea Flower Show, which is going on now, members of the press were invited to join a terrarium-building workshop with Barbieri.