Popping swaps: Liberty of London hosts a trio of design collaborations through pop-up swap shops

Liberty of London has extended its design collaboration roster to include working with a trio of international retail names this spring – through shared swap-shop pop-ups in-store.



First to kick off and launching during fashion week on Feb 23, the London based retail brand has linked with Milan boutique 10 Corso Como for a mutually beneficial print collaboration realised across a limited edition capsule collection for spring/summer. Under the chic Milanese owner, Carla Sozzani’s direction, artist Kris Ruhs has reworked the iconic Liberty Ianthe print into a contemporary design that adorns shirts, swimsuits, hats, leather accessories, scarves ties or handkerchiefs. The pop-up area in-store is merchandised similarly to the Corso Como flagship and the product will sell in both locations for the rest of the summer.

Meanwhile Liberty has also joined forces with philanthropic Paris lifestyle store Merci for a joint swap-shop – over consecutive weeks and with installations in both capitals happening from early March (4 March in Paris and 9 March in London). The Liberty-Merci pop-ups will sell an exclusive range of limited edition pieces, designed and created by Merci creative director Marie France Cohen. After immersing herself in the Liberty print archives she chose a selection of heritage designs that sum up the essence of Liberty for both the French and UK markets. Think summery floral sundresses for women, cute smock tops and flowery bloomers for childrenswear. Soft furnishings are a Merci strongpoint so there are cushions, specially commissioned sofas and haberdashery items too.



Last but not least is the grand daddy of retail design collaborations, Target. Liberty of London hopes to make inroads into the lucrative US market by partnering with the giant US value retailer – and following a value-nomics led strategy. The limited edition Liberty for Target collection is the US retailer's biggest distribution to date with availability at 1500+ stores. It spans fashion and homewares, picnic items and even garden equipment. The prints are bold and undeniably floral and the mass market priced collection will be on sale at Target stores in the US as well as Liberty in London from April.


This spring’s celebration of flower power is about embracing the democratic notion of design for all. Ed Burstell, Liberty’s buying director says: “The price points for our Target collaboration truly spread the Liberty look to all. Now designers and retailers around the world are recognising that by taking our iconic prints and applying them in a considered way to a garment or an object, they can create future classics, whether it’s a plastic beaker at Target, a standout suitcase at Merci or an exquisite scarf at 10 Corso Como.”


All three collaborations are well thought out brand synergies that benefit both parties. Through the swap-shop pop–up executions in each country, Liberty finds itself working with like-minded fashion and lifestyle brands and reaching a global audience on a localised level.

Liberty's spring 09 relaunch: a retail renaissance

I had a good nose around London's favourite and oldest department store yesterday after Liberty unveiled its new look on Valentine's Day.

The revamp features an innovative and more curated layout with a series of themed rooms to showcase different collections, as part of the luxury department store’s “Retail Renaissance” strategy.

The changes to the store structure will be in sympathy with the period quality of the building. The famous wood panelling taken from two former Royal Navy ships remains, of course, but the designers are ensuring that plentiful light is drawn from the glass above the central atrium and uncluttered store design. The store colour palette will be a cool bone and all the fixtures shades of metallic anthracite. The emphasis of the new Liberty will be on the best edited and focused fashion, accessories and homewares collections from around the world.

At the forefront of the changes in-store is creative consultant Yasmin Sewel. The ex-Browns buyer has spearheaded the store’s transformation, focusing on women’s and men’s fashion and accessories, and a layout re-think.

Kicking off she has dedicated a large part of the ground floor accessories area to a new Bazaar gifting department. “We’re introducing a fast-paced Bazaar on the ground floor,” explains Sewell. “It’s a reminder of the store’s origins, when buyers would scour the world to bring back unusual, rare and precious items. Customers will find a wide and eclectic range of items, many of which will be limited edition and always changing.” This room takes its visual inspiration from a traditional bazaar; tables with intricate wooden mosaic inlay display the must-have items for that week. These range from Baptiste Viry grosgrain ribbon buckle cuffs to Nymphenburg porcelain heart shaped key rings, Carlos Falchi patchwork hobo bags, Muhlbauer nautical flat caps and 20s inspired turbans to quilted Indian picnic blankets and guides to every city in the world.

Just next door the jewellery room has changed to become a dedicated scarf showcase - with the most extensive offer in London where established brands like Fendi, Givenchy, Pucci, Liberty of London and Dries Van Noten will sit alongside exclusive lines from Josh Goot, David Szeto and Wolf & Descourtis. We love the head turning array of turban styled mannequin displays and zebra prints on the walls.

On the next two floors covering contemporary and international women's designer collections you can see Sewell's hand having the most effect.

On the first floor in the International Room, Sewell’s focus has been on brand mix. Sophisticated collections from established brands hang next to a younger generation of designers. Christopher Kane sits next to Balmain, Jil Sander and Calvin Klein sit with Josh Goot and Ohne Titel and Antonio Berardi with Alexander McQueen. Sewell says it's this clarity of offer that women are looking for when they shop as well as an element of discovery. "They want to mix ‘killer pieces’ by established and burgeoning designers." Edited collections from all the designers in this room are arranged so that standout, show-stopping pieces are merchandised with a comprehensive selection of items to wear them with. The seated army of mannequins display Sewell's must have seasonal pieces - basking in the central atrium light from above.

Moving through to the central atrium is the Avant Garde room. A black matte floor provides the perfect backdrop to Liberty anchor brands such as Rick Owens, Martin Margiela, Acne and Dries Van Noten who will have their own distinct corners - more immersion into designer spaces like this please!




The Essentials and Contemporary rooms on the second floor have anthracite rails running through them and octagonal mirrored fitting rooms forming
free-standing pods that flood light into the space. Tableaus of mannequins form clusters throughout these rooms breaking down how to wear seasonal trends.

In Essentials Acne provides a chino bar, denim comes from brands such as Current/Elliott and there's a comprehensive mix of t-shirts, cashmere jumpers and trench coats from brands such as Splendid, American Vintage, Aquascutum and APC.

Contemporary sees archetypal Liberty brands such Vivienne Westwood, Vanessa Bruno, Future Classics and Luella sit alongside new editions such as Australian Tina Kalivas and the Cacharel 50th anniversary collection consisting of archive pieces reworked in their original Liberty prints.

And don't miss a comprehensive footwear floor with one of the best designer offerings around - Marni, Alaia, Chloe and Rupert Sanderson next to Miu Miu, Givenchy and Prada.



Liberty's VIP concierge service has also shifted up a gear with a revamp of the private shopping area now called the Style Service suite - members can book in to shop the entire department store's offer in privacy and with expert style advice from the Liberty team of experts.

Check out my Picasa album photo file for a visual walk through here:

Liberty spring 09 relaunch