Inside Koibird, a kaleidoscopic concept store in London

In a digitised world where almost everything is available to buy online, the role of brick-and-mortar is evolving. “It is about more than just selling products. Our curation is about storytelling and the art of discovery,” says Belma Gaudio, the founder of Koibird, a shining example of a shop that balances exclusivity, craftsmanship and bold design to create an immersive sensory experience that pushes the boundaries of experiential retail.

Designed by multidisciplinary collective Uchronia, the Marylebone boutique is a psychedelic platform for global talent, spanning fashion, accessories and homeware. Handpainted lava stone tiles in glossy green and purple gleam underfoot, while the walls feature a gradient of glowing colour.

The clothing on display is equally compelling, blending colour, texture and craft. Autumn highlights include striped merino jumpers by knitwear maestro Henry Zankov and jeans from sustainable British denim brand E.L.V. For the party season, there is sculptural eveningwear by Ukrainian brand Balykina, and silk pyjamas by Dorso, made in Italy. “I have always searched for unusual products that you can’t buy everywhere,” says Gaudio. “I am drawn to artisans who make special and beautiful things.”

A silver-tiled room provides a shimmering backdrop for homeware, including an exclusive collection of lamps, planters and mirrors by British designer James Shaw, handcrafted in bright neons and candy hues from waste plastic. Glassware by Maison Balzac sits alongside textured vases by California-based brand PK Ceramics, noted for their inventive glazes. “At Koibird, we champion unabashedly unique products that are rich in colour, wit, texture and creativity. Our aesthetic is both playful and sophisticated.”

Gaudio launched Koibird in 2018, frustrated by the bland resort wear available at the time. The store first appeared as a series of travel pop-ups – early themes included Lagos, Korea, the Eastern Bloc and California – before opening a permanent boutique. Travel remains at the heart of Koibird’s offering, inspiring a seasonal wardrobe of statement pieces.

Koibird’s wellness offering is another strong suit. Functional supplements by Mothermade Mushrooms sit alongside Barriere vitamin patches and plant-based skincare. You can also pick up ceremonial-grade cacao, collagen powder and botanical drinks by Karmaceuticals.

The boutique also houses Koi 11, a wellness cafe that encourages shoppers to linger over supercharged lattes, infused with adaptogenic mushrooms, or a ‘beauty tonic’ that mixes orange, yuzu, tonic water, collagen, hyaluronic acid and vitamins. “The menu is the result of extensive research,” says Gaudio. “I worked closely with a mixologist and nutritionist to form the menu.”

If design is in danger of homogeneity, Koibird is the antidote: an exuberant, fun and joyful showcase of craftsmanship that proves the enduring power of physical retail. “We all have digital fatigue at this point. The shift is about embracing the future of retail in a way that is engaging, memorable and personal.”

Koibird, 62 Marylebone Lane, London W1U 2PB, koibird.com