Avestan: Deciem opens London store selling a single scent in tribute to late founder Brandon Truaxe

Soho store is the only place in the world to sell the fragrance 
Avestan

Deciem has opened a new store in Soho which will sell a single fragrance to honour the brand's creator, the late Brandon Truaxe.

The doors to Avestan opened yesterday (December 18) on 73 Beak St, in the heart of London's Soho, and a spokeswoman for the brand says the store is long-term. Truaxe had created the space in 2018, but did not live to see the project come to fruition.

Avestan will sell a single unnamed scent, "inviting people to connect with the feelings of a moment, through an unfamiliar fragrance."

The fragrance will come in minimalistic packaging and will cost £38 for 50ml, to reflect "the honest, humble pricing approach that Brandon was so passionately committed to."

Avestan is located in Soho's Beak Street

The brand added that it doesn't intend to share any further details of the fragrance to encourage "exploration and staying true to Avestan’s infinite journey."

The fragrance will come in minimal packaging 

Truaxe designed the simplistic and rustic space with help from creative designers Stephanie Wong & Jason Santos. The store will be the only place in the world to experience Avestan and remains exactly how he left it, untouched and unfinished.

At night, films created during the development stages of the brand will be projected onto the store's ceiling.

Brandon Truaxe 

Brandon Truaxe passed away aged 40 in January of this year. He is best known for creating cult, low-cost skincare line The Ordinary.

To celebrate the launch, Deciem has shared some words from Truaxe on Avestan: "It began in the presence of things decidedly unworthy of much admiration in the world of aromas: coated clay vats filled with argan oil, earthly walls of a typical village abode and the mud that had formed on my bare feet having crossed the river that bordered the township of Asni in the Moroccan Atlas Mountains. I had been aware of my inner fascination with aromas for years, but it was this moment that caused me to discover the intensity of my absorption.

"I had often been told by masters of the field that aromas reconnect us with our past experiences. And that it is through this journey in the mind that we establish whether or not we find an aroma pleasant and to what depth. Standing in the almost aroma-neutral abode, I became aware of an aroma. An aroma so faint, yet so intense, that it abridged the argan oil, the clay walls, the mud, the village, the river, the place, the moment – and, most notably yet, an aroma that did not connect me to a distant memory and instead created an elucidation of something unfamiliar.

"Avestan is the embodiment of this pleasing unfamiliarity. It is a deviation from familiar notes that move us through the past. It is an exploration of the untried. It is a journey to create new meaning through scents. It is a departure from lavender and rose to an unfulfilled journey of unfamiliar notes: clays, stems, saps, places and moments. Avestan is an avant-garde play on nature – one that disallows the mind to identify but creates instead a welcomed occasion to explore.

"Welcome to Avestan."

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