WebMarApr2020

40 | www.westendermagazine.com
Creative
Connections
Shopping as we know it has totally transformed over
the last few years. With the rise of online, and out of
town retail parks, the high street really took a beating.
But with many of us bored and disillusioned by soulless
supermarkets and chain stores, there’s a resurgence in the
realisation that we really must buy local and explore the
unique offerings right on our doorstep.
WORDS Susan Robertson
These changes in the landscape have
given rise to more creative approaches
to retail and the West End has a rich and
diverse range of retailers who are changing
the shape of how we define shopping. One of
the key fresh approaches in the retail industry
is towards collaboration amongst artists,
designers and retailers. There’s such a great
logic to this type of connected thinking and it
benefits everyone.
Interiors and fashion offer great scope
for this as they access visions, trends and
moods that have multiple applications and
offshoots. So, for example, if you’re having a
whole new interior designed for your home,
where do you go to source the accessories
that the designers seem to know about?
How can you find great local artists and
creatives, as well as the expertise to help you
put it all together?
Two great examples of stores thinking
expansively and creatively can be found
on Great Western Road – Amaryllis and
ParkHaus Interiors. I spoke to them both to
find out more.
Lynn Gilfillan of Amaryllis told me what
to expect in her store. She said it is ‘a
luxury design-led concept store, offering a
thoughtfully curated combination of designer
homewares, fashion and accessories to
create a dynamic, welcoming and relaxed
space for all customers.’
She explained that here you can find
glam luxe pottery, artistic lighting, decorative
objects and unique table top accessories.
From iconic stand-out pieces from Jonathan
Adler, Dutch and Danish brands Pols Potten
and HK Living offer a high-quality collection
of lighting, tables, chairs and accessories
and striking and vibrant textiles including
marbled velvet cushions and lampshades by
talented designer Susi Bellamy gives a bold
colourful contrast to the sleek Scandinavian
furniture.
But as well as buying for your home, you
can also browse for yourself with a range of
fashion, from labels Baum und Pferdgarten,
Gestuz both from Copenhagen, Parisian label
MKT and Fabienne Chapot from Amsterdam
to name a few.