The vision of the cosmetics entrepreneur and Deciem founder, Brandon Truaxe, comes into life after his passing, which is the opening of his fragrance brand Avestan new boutique in London. The untouched space, located at 73 Beak Street, will be home to a single unnamed Avestan fragrance, and will also be the only place to experience the brand globally.
The space that Truxe designed with Stephanie Wong and Jason Santos, reflect the values that it is richly detailed fragrance without the overpowering price tags. By night, films created during the development stages of the brand will be projected onto the store ceiling, literally coating the earthy space in Truaxe’s vision. Other design notes include bare wooden tables, fragmented blue tiles around an exposed chimney stack, and untreated walls.
Finally, the Avestan are deeply committed to keep the brand in the place where Truaxe left it.