‘Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity’ Coco Chanel’s words define a concept of luxury with simplicity at its heart. The market demand for honesty and transparency is echoed in the success of companies like Everlane and Bruno Pieters’, Honest By, both which seek to break down the barriers between the consumer and the production line. The concept has translated well online but the honest approach in brick and mortars seems to stop at minimalist store design. Dover Street Market’s concrete and Bluebird’s white tiles create an appealing urban canvas and gallery for its products, but don’t perhaps view the human element of luxury beyond adornment; time, well being, health.
Yesterday I stumbled upon, Celestine Eleven, a new luxury concept boutique off Shoreditch High Street that offers J.W. Anderson and Marios Schwab alongside raw food and healing crystals. Walking in I was struck by the tranquility of the store, grey concrete is replaced with a rich, earthy interior with warm copper railing, tree stumps and cactuses. With an apothecary bar selling eco skin care, a minimalist library and cabinets full of curiosities, founder Tena Strok is offering a spiritual experience combining the travesties of luxury travel with retail. Indeed acupuncture, massages and reki healing will be available in the basement soon.
The part spa, part new age pharmacy, part library has a profound effect on purchasing power, never so quickly in my life have I bought a lilac pony skin bag. As the owner of an e-commerce company it is rare that an IRL shopping experience leaves me with store envy. Whilst the demise of the high street is clear, will the transparency and honest message digital is able to portray through video and photography, ever compete with a multi-sensory healing experience? The store brings a whole new meaning to retail therapy.
