April 17, 2023 |
Grab your leather Bobby bags and get ready to shop ‘til you drop because today, Aries opens its doors to the hijinks of London’s Soho for the very first time. With over 4,000 square ft. of brutalist-style space over two floors on Great Pulteney Street, the curated concept store will showcase Aries in-line collections in full for the first time in bricks and mortar, as well as accommodate in-store exclusives and goodies from the infamous Aries archive. Continuously rotating its rails alongside pop-ups from South London’s leading vintage re-sell brand, JerksTM and London luxury unisex jewellery and precious wares brand, Bunney, Aries is rewriting the streetwear shopping experience.
The interior (which doubles as an art space), designed in-house and in collaboration with London-based design consultancy Brinkworth and Wilson Brothers, articulates the brand’s British design identity. An original grand scaffold staircase that features handpicked marble treads becomes the cynosure. Bespoke Italian leather Anfibio sofas by Giovannetti – made in Italy and lined with Aries’ integral “animal” print – sit alongside mid-century style coffee tables and plush tufted rugs. Italian manufacturing can be found in certain design features too, such as the bespoke mid-floor wooden cabinetry and oversized furniture. Set against industrial Hilti walls with modular fixtures throughout, it’s an ever-evolving, modular space, fitted for constant reconfiguration.
Strapped for time? Pop in for a Paperboy coffee or sandwich and peruse the graphic racks before you go because for the first time ever, the Parisian concept coffee shop is opening an outpost outside of Paris and it’s based in the bedrock of Aries. With its own entrance on Bridle Lane and a magic coffee menu created in collaboration with East London’s Dark Arts Coffee, Paperboy is set to be a permanent houseguest.
The Aries Soho store will also house exhibitions, experiences and events – including a walk-through retrospective of the ongoing collaborative relationship between Aries and David Sims which is currently on display – bridging the gap between community, collaboration, clothing and creativity. This Aries retail residency is bound to become the beating heart of London cool.
Photography courtesy of Aries. The Aries Soho store is officially open at 31 Great Pulteney Street, London, W1F 9NN from 11am to 7pm daily.
