Step Inside a Shoppable School Dreamed Up by One of London’s Top Emerging Designers
Blewcoat indeed captures Studio Ashby’s elegantly eclectic aesthetic. Located in a former school for the underprivileged dating from the early 18th century, the Grade I–listed building is minutes from St. James’s Park, and it most recently served as fashion designer Ian Stuart’s showroom. Studio Ashby’s revamp of the historic structure makes way for a contemporary design destination brimming with furniture, objects, art, and accessories, and it also preserves such regal elements as a fireplace, 19-foot-high ceilings, and Corinthian columns.
Bold patterns and shapes are synonymous with Sister’s ever changing designs, and they are on full display at Blewcoat, whether in the form of a black-and-white striped Toucan daybed, a handwoven patchwork Kilim rug, or a curvy 1960s-looking Beak swivel chair accented with textured paintings by artists in residence Erin and Mia Chaplin.
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Another key aspect of Blewcoat unfolds on the lower level, the domain of Studio Ashby. After eight years of gathering in shared workspaces, Ashby says, “We were ready to graduate beyond that.” Now the 15-person staff rifles through the materials library, pieces together mood boards, and holds meetings just downstairs from the store, making Blewcoat a full-fledged Studio Ashby universe.
As visitors—who drop by via appointment—take in the likes of vibrant furnishings and greenery galore, they are also treated to music, coffee, and magazines, lending Blewcoat the air of a convivial salon that is reinforced by Ashby’s desire to also make it a place for entertaining and throwing parties. She is currently fine-tuning ideas for the outdoor area—an unexpected perk of urban London real estate—to maximize it as a design hub.
“I feel it’s quite rare to see a design studio creating such a hybrid space. We hope our peers see Blewcoat as an example of what’s next for the world of design and an innovative way to think about blending work and retail,” Ashby says. “Hopefully we can also be a useful case study. I want to invite some of the design community for drinks and to have a nose around too; I’m a very open person and happy to share how I do things if it’s helpful.”
Ultimately, Blewcoat is a way to engage more deeply with Studio Ashby’s plentiful fans, for them to discover covetable merchandise at all price points and “bring them in on the action,” Ashby adds, even if the firm might not be able to collaborate with them on a full-scale project. “It functions almost as a living, breathing portfolio.”
