Ffern

Natural fragrance brand Ffern has just opened a retail space in London’s Soho neighbourhood. It is the brand's first physical outpost and, unsurprisingly for a perfume house rigorously dedicated to natural ingredients, it is a bastion of innovative material design. The brand has always embraced sustainable beauty packaging, presenting its products in compostable mycelium containers with a small bag of seeds (to be planted with container) and a small artwork made especially for the fragrance. In the store, neutral tones abound, with smatterings of curios and artworks along shelves or on the walls adding dynamism. Every material inside has been considered, with a central desk made from compostable mycelium (one of the first large-scale pieces of furniture in the world to be made from the material), a hanging screen made from a leather-like seaweed biomaterial, and handwoven seagrass matting on the floors. Even the walls are painted in 100 per cent natural lime-based paint from Bauwerk, air-purifying ecological paint from Graphenstone or clad with breathable unfired clay from Cornwall.