Luxury skincare and fragrance brand ARgENTUM have launched a flagship concept store nestled between London’s Holland Park and Notting Hill. Based on Portland Road, the sought-after building was once The Portland Arms and later a restaurant, but now it has been transformed into a beautifully branded immersive space. A year and a half in the making, the new store will serve as ARgENTUM’s home in London and become a concept destination as it fuses a one-of-a-kind café with luxury skincare and fragrance.
Brainchild of South African born local, Joy Isaacs, ARgENTUM’s skincare range centres around colloidal silver (it’s in the name!), and her 12 scents are each based on a different personality archetype. The capsule skincare range of just five hero products was developed in affiliation with Dr Gilbert Mouzin – a pioneering scientist in the field of dermo-cosmetics.
The Clarendon Cross space allows for a sit-down tarot reading to choose your archetype, and Joy reminds us that the scent you need is not always the one you’re first drawn to.
The space and packaging are illustrated by a Sam Gray, a monochrome and fantastical visual feast that portrays the philosophy of ARgENTUM and celebrates the magic of love at first sight.
ARgENTUM has cleverly intertwined the historical architecture of No. 119 with its luxurious and creative monochrome aesthetic. From engaging mechanical displays in-store to an illustrated mural on the outside walls, the space makes an impactful first impression to all that visit or simply pass by. The 19th-century curved bay window accommodates the café aspect of the store with a marble counter that follows the curve inside for guests to sit and relax while watching the world pass them by. Leaving no stone unturned, ARgENTUM partnered with Sacred Coffee to roast a one-off blend of 100% Arabica beans, delivering a full-bodied and well-balanced blend available to purchase in-store. ARgENTUM also partnered with The Rare Tea Company to create a unique four- lunar-phase tea collection that complements the brand’s archetypes and spiritual ethos, inviting guests to reflect and replenish with every sip.
Meanwhile, interactive displays will instantly engage visitors, inviting them to sample and shop products uniquely and personably. Surrounded by the fusion of science and poetry, guests can learn about the magical potions and discover their spiritual side (if they would like to) as they engage with ARgENTUM’S archetypes – the brand’s tarot-inspired cards that invite you to reflect on inherent energies and shop the products.
ARgENTUM will also look to use the space to host guest pop-up events throughout the year ~ ‘12 days of Joy’ is already scheduled in December to celebrate the festive season, and beautifully intimate music nights are being discussed. Plans for 2023 and beyond include numerous events, but the brand is focusing on transforming the basement into treatment rooms as they expand their product offering into treatment services.
