Welcome in to
Darkroom, a concept boutique situated in the heart of Bloomsbury,
London. Explore everything from interior, unique accessories,
sculptures to magazines. You will find an eclectic mix of 60
different labels, from
unknown emerging designers to
established high end brands. The brand portfolio includes Fleet
Llila, Jonathan Saunders, Scott Wilson and Florian. Darkroom is also
stocking Maria Francesca Pepe´s line of jewellery, which is one of
the designers VFS has showcased through the years.
The concept is
built on a cross between fashion and art, showcased in unconventional contexts.
Darkroom aims to stretch the boundaries between art and design and
remove the gap by displaying functional objects as a pieces of art.
VFS decided to go
and have a look for ourselves and of course share with our friends
and family, meaning you guys. We sat down one rainy afternoon in June and had a chat with the charming Lulu
Roper-Caldbeck, the founder and owner, together with her business
partner Rhonda Drakeford.
What is the concept behind
Darkroom and how did the business start?
The idea is to specialise in
accessories for men, women and the home. Our products are generally
hard to find anywhere else and unique to us. Me and my business
partner Rhonda, was working on a home textile project together and
started to look for a space where we could showcase our products. We
found this beautiful venue in Bloomsbury and decided to expand our
business with other brands and designers. So we started to develop
our idea and we ended up with the concept you see today, Darkroom.
Who is the main Darkroom customer?
We started of by
expecting customers in our own age, but has with time seen a very
large age span, everything from students in their twenties from
Central Saint Martins Art College which is located only a few minutes
away, to the local pensioner in their seventies. The interest in art,
fashion and interior is what combines them. The area, Bloomsbury,
attracts mixed individuals and personalities. You can find law
offices on one street parallel to a street with independent boutiques
in the creative industry, it is a mix of high and low.
What is the price point of your
products?
The price point is as wide as our
product range. We have products on a low entry level, a customer can
get stationary pieces for 10 pounds but can also find interior with a
price tag of 800 pounds. We want everyone to be able to be a part of
Darkroom, that is why we have this wide price architecture.
What kind of pieces do your
customer tend to buy?
Our own line with cushions has been a
big seller. We also design one-off vintage pieces and interior
accessories that goes in line with the new Darkroom aesthetic.
Looking at the jewellery, the fantasy and imagination inspired pieces
from Florian has been really popular.
What are you looking for when
acquiring new designers to your store?
We come up with a theme each season
which guides us when looking for new designers. Our theme for the
summer is ”Astec Camera” which refers to the Aztec Indian culture
of South America. Geometrical shapes, pom poms and metal brass and
copper is seen in our current product range. We get a lot of designer
popping in to the store and showing their portfolio and we take it
from there.
We prefer to buy small quantities of
a large number of designers instead of buying masses, that is one of
the core beliefs of the business.
We also visit a large number of trade
fares in Paris, to spot new designers. Rhonda and me are together
head of buying, actually head of everything that involves Darkroom,
says Lulu and laughs.
What are your terms and conditions
of buying from a designer?
It various depending on the product
and designer. We tend to have jewellery designers on consignment for
a couple of seasons. As we are not working with only fashion, that is
a highly seasonal product, we usually work with sell and return for a
longer period than a season.
What are your future plans for
Darkroom?
We are trying to push our own ranges
and develop them even further. We are now producing the major part in
the UK but is seeking other European producers. The online sales is
also an important part of the future, therefore we are constantly
trying to build it up.
What inspired you for the store
interior?
We wanted to keep the interior black,
which frames our products well. As our products are made in different
textures, colours and materials we thought it would work well
together with shiny black cubes. The cubes are also freestanding
which makes it easy to adjust and change for each season theme.
Finally, what are you playing in
store right now?
The album is called Memory Tapes.
For more
information, please visit their website here.
Contact Details
Darkroom
52, LAMB´S CONDUIT ST,
LONDON, WC1N 3LL
T: +44 (0)20 7831 7244
Supplier enquiries
General enquiries
By Yohanna Mannelqvist