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Feature: Jenny Coggins
FOR some, the smell of paper is an aphrodisiac. Like secret fetishists,
you’ll see them bury their noses into the fresh pages of
a notebook, or novel, when they think no-one’s looking.
But they don’t wear dirty rainmacks, as the paper smellers
live among all of us.
It’s possible that you may live with one. So what better
place to catch sight of these creatures in their natural habitat,
than Paperchase?
Filled to the brim with notebooks, craft paper and calendars
, Paperchase attracts stationary lovers by the pulp load.
While the store can be indulged upon in practically every major
London train station, and now also House of Fraser, the flagship
store on Tottenham Court Road is by far their best branch in the
capital.
Paperchase take the idea of a flagship store very literally,
by flying flags outside the shop which stops the store from having
to jostle for shoppers’ attention as it can’t be missed.
With a massive fronted opening, you can choose from about a million
doors to enter through (but in typical shopping style, everyone
chooses to enter and exit through the same partially-opened door).
Once inside, it’s hard to know where to begin. To make
it easier on you, the kind soles at Paperchase have divided the
store up into several of their ranges.
Currently, you can choose from the Geometrics range. This has
great big flexible notebooks (an Indie London fave) for £8.50,
or pens for £1, to cheer up your miserable Monday mournings.
For an even bolder statement, go for the Warhol Elvis range.
All things King are very fashionable at the moment, so let your
desk follow suit, either with an A4 ring binder, for £4,
or with a notebook at £6.
Jordi Labanda notebooks are perfect for girls, and range from
£3-£8.50.
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When it comes to greeting cards,
Paperchase cannot be beaten on their range.
They have the best in photography and cartoon styles: about
the only thing they’re not big on is tradition, so if you
want a Forever Friends card, stick with Clinton’s.
A card is likely to set you back a mere £1.50.
Just opposite from the cards is a fantastic range of wrapping
papers.
There are bright gaudy colours, through to kids papers, through
to beautiful florals, ideal for weddings. Sheets start at £1
and the majority have matching tags, for those that love co-ordination.
When it’s not Christmas, upstairs is the grown-up section
of the shop.
Whereas downstairs you can run free and touch everything like
a toddler, upstairs there’s no touching in the stationary
section, as everything is locked in glass cabinets.
This is slightly intimidating for the novelty lover of downstairs,
as the emphasis on leather filofaxes and gadgets makes this area
more for business people.
Branching out from stationary, the store has just launched a
homewear range.
It has a distinctly retro feel, but with clean classic lines.
Choose from green 70’s lampshades, and wooden tables for
£135.
If you want something with a touch more femininity, try a hatbox
starting from £40 for that Doris Day feeling.
The third floor is for real artists – not those of us who
like faffing about with pretty pens and paper.
There’s a big selection of new and traditional materials,
such as recycled plastic paper, from £6, and oil pastels
from £4.
And when all that creativity is completed, you can pick up a
portfolio to display it in, starting from £41.
213 - 215 Tottenham Court Road
London
W1T 9PS
Opening Hours: Mon, Wed, Fri, Sat: 9.30am - 7pm. Tues: 10am -
7.00pm. Thu: 9.30am - 8pm. Sun: 12noon - 6pm.
Tel: 020 7467 6200
Website: www.paperchase.co.uk |
