‘Asprey 240’, the new 260 sqm Flagship store, showcases the house’s distinct collections and hero products in a cinematic sequence of spaces. The temporary store, accommodated within the existing architecture of Bruton street in Mayfair, presents a contemporised interpretation of the classical codes of a London mansion. Display plinths derive their design details from the dimensions of the London brick and the space is finished in gradient washes of Asprey’s signature palette of rich purples and greens that recall the mist laden and heather strewn Moors of England, blurring perceptions of interior and exterior. A central series of doorways forms an exaggerated perspective that conjures intrigue to discover spaces beyond, much like the desire to ramble and explore amongst nature. A soundscape woven throughout the space reinforces this sense that the stately rooms of the mansion are dissolving into the unbridled wild, achieved through the layering of contemporary classical compositions with field recordings taken from sites in the English countryside.