I look for uniqueness, Willa Keswick, the quirky-cool owner of Village Bicycle, tells us as she gives us a first look at her new East London store. You can most definitely tell. With one wall looking like its been curated by Baz Lurhmann circa Romeo + Juliet, fish bowls of sweets Willy Wonka would be proud of and trinkets that you cant help but want to rummage through everywhere, its clear her heart and soul has gone into this.
Previously based in Notting Hill, Village Bicycle has left the pretty, tranquil streets of West London behind to explode onto the Shoreditch scene, where it clearly belongs.
It had 'too much shock factor for its previous location, Willa explains, and though she had many a loyal fan its clear it feels more at home in this new location: one of the units of the Old Truman Brewery (just opposite Big Chill Bar, for those who want to head straight down).
Willa sources pieces from Mexico, Vietnam, Hong Kong, LA and Las Vegas and no stone is left unturned when it comes to finding individual pieces that make the shopping experience as fun and inspirational as it should be. The boutique is bursting with a range of exciting and emerging talent including House of Hackney, Filles a Papa, Mink Pink, Eleven Paris and Bitching and Junkfood, to name but a few. The shop will also host a rail from Lily Allen's vintage treasure trove, Lucy in Disguise.
As if that is not enough, the talented Willa is about to start designing her own line soon too. Studded, butter-soft lamb leather jackets, shoes and bags created by her are already in store but next spring sees a whole collection is set to make its mark.
Village Bicycle is located at Shop 7, Dray Walk, 91 Brick Lane, E1 6QL and is due to open 8 August 2013.