LONDON — Cult Gaia has brought a bit of Los Angeles’ sunny attitude and beachy aesthetic to Harrods with a pop-up that’s open until Sunday.
The space showcases the brand’s spring 2025 collection amid custom undulating sculptures created by design firm T__M, a frequent brand collaborator.
“The space is inspired by the natural world, the curves of the coastline, the glow of the Mediterranean light, and the interplay between structure and softness,” said Jasmin Larian Hekmat, founder of Cult Gaia.
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“The sculptures are designed to evoke emotion and curiosity, drawing guests into a fully sensorial journey. We wanted to create a dreamscape that encourages slowing down and absorbing beauty from every angle,” she added.
Hekmat described the brand’s customer base as “bold, artistic and unafraid of making a statement.” She added that, so far, the pop-up’s bestsellers include the beaded Taraji top, the Nymeria gown, and the Grape clutch.
The brand has been on a retail expansion kick for the past few years, rolling out stores across the U.S. and internationally in St. Barths, Saint-Tropez, and Mykonos. Though it has yet to open a storefront in the U.K., Hekmat teased that the brand could be setting up shop in London soon.
“London holds a very special place in my heart — its creative pulse and architectural beauty align perfectly with the Cult Gaia vision,” she said. “When the time is right, we’ll create a space that feels like a living sculpture. It won’t just be a store; it will be a fully immersive Gaia experience. Stay tuned.”