Aries, Arise! Inside the Brand’s Debut Store in London’s Soho

Aries has opened the doors of its debut brick-and-mortar store in Soho, London. The cult label’s latest venture welcomes shoppers from Grey Pulteney Street into a 4,000 square ft retail space, spread over two floors. Expect in-line and archive pieces, collaborative pop-ups, and good old Paperboy Paris coffee.

The brand enlisted Brinkworth and the Wilson brothers to design the concept store, a duo that previously collaborated on Supreme’s retail space in Dover Street Market. Brinkworth’s work can be found in every corner of Soho, from END. to Selfridge’s infamous skate bowl a few streets down.

For Aries, the collaborative efforts have manifested in rough industrial walls, juxtaposed by sleek wooden furniture and marble elements. Lined with Aries’ distinctive animal print, the bespoke Giovannetti sofas steal the show, followed closely by the grand scaffold staircase. Descend the staircase down to the basement for exhibitions, experiences, and events, including the current retrospective on photographer David Sims’ relationship with the brand.

The store will finally offer a permanent London base for Paperboy Paris, the Parisian-born coffee shop that you might remember from the Paper Boy X Beams X New Balance Made in UK collection last year. The first outpost outside Paris, the cafe will have its own entrance and serve Paperboy’s renowned sandwiches and coffee in collaboration with Aries and East London’s Dark Arts Coffee.

Aries will also play host to vintage re-sell brand, Jerks, and London-born luxury jewellery brand, Bunney, alongside the brand’s seasonal collections. 

Head down to 31 Great Pulteney Street, W1F 9NN from 11 am to 7 pm to experience the world of Aries yourself.