Ffern’s first London retailer is a haven of pure perfume and sustainable design

Pure perfume model Ffern has simply opened a retail house in London’s Soho neighbourhood. It’s the model’s first bodily outpost and, unsurprisingly for a fragrance home rigorously devoted to pure elements, it’s a bastion of revolutionary materials design. 

The story behind Ffern pure perfume

Ffern was launched in 2017 by brother and sister Owen Mears and Emily Cameron who, within the phrases of Mears, ‘wished to have fun the talent and craftsmanship concerned in pure perfumery – an artwork kind that has been misplaced as we speak – and to be completely clear about our elements and their provenance’. 

For the duo, that meant creating limited-edition, seasonal fragrances made with completely pure and natural elements and packed in 100 per cent plastic-free packaging. To make sure that nothing is made which fits to waste, solely these on Ffern’s small listing of shoppers (‘the ledger’) obtain a bottle of fragrance when there’s a new drop, 4 instances a yr. 

The Ffern retailer on 23 Beak Road would be the first time those that aren’t on the ledger will be capable to expertise the fragrances first-hand, whereas leger members can cease by and revisit a few of their previous favourites within the retailer’s archive room.

Design studio Home of Gray designed the house in order that it was 100 per cent plastic-free, similar to the model’s packaging, and stepping inside can certainly really feel like strolling right into a field of Ffern fragrance.

The model has all the time embraced sustainable magnificence packaging, presenting its merchandise in compostable mycelium containers with a small bag of seeds (to be planted with container) and a small paintings made particularly for the perfume. Within the retailer, impartial tones abound, with smatterings of curios and artworks alongside cabinets or on the partitions including dynamism. 

Each materials inside has been thought of, with a central desk made out of compostable mycelium (one of many first large-scale items of furnishings on this planet to be made out of the fabric), a dangling display screen made out of a leather-like seaweed biomaterial, and handwoven seagrass matting on the flooring.

Even the partitions are painted in 100 per cent pure lime-based paint from Bauwerk, air-purifying ecological paint from Graphenstone or clad with breathable unfired clay from Cornwall.

‘The shop has been designed with regenerative inside design at its coronary heart,’ says Home of Gray founder Louisa Gray. ‘ Which aligns so superbly with Ffern. Regenerative design is about guaranteeing the constructed atmosphere has a net-positive affect on pure programs. Innate to our working practices at Home of Gray is the symbiotic relationship between human well being and the well being of the planet.’ 

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