Marylebone-based immersive fashion and lifestyle store Koibird revamps its look each season with a new destination in mind.

Koibird, which was founded in 2018 by seasoned traveller Belma Gaudio, curates a new collection based on the chosen location each season.

It works with a host of designers to offer a multibrand selection, including exclusive products and new labels from other countries.

Each season, Koibird redecorates the entire store to create an immersive experience with evolving products, in-store stylists and a calendar of specialist events. It also often features art installations and bespoke decor. 

The store closes for around two weeks between each season in order to complete the interior redesign.

The range of products is “bold, adventurous and stylish”, with several one-off pieces on sale.

Koibird also includes a Pharmacy-K health and wellness department, which includes make-up and skincare products from across the globe.

The autumn/winter theme is Eastern Europe, with previous iterations including Korea, Lagos Fashion Week and California, as well as “Koibird goes skiing” and “Koibird goes to the beach” edits.

The current season shines a spotlight on brands from Poland, Ukraine and several from Georgia’s Tbilisi Fashion Week, such as Magda Butrym, Chakshyn, Anouki, Mach & Mach, George Keburia and Matériel Tbilisi.

Gaudio said: “I want to change how people think and feel about clothes. Koibird is about being creative and pushing people to express themselves, especially women whose comfort zone lies in more conventional dressing.

“I want them to see fashion as creative and fun. It is a powerful tool for self-expression.”