Covent Garden

The Alkemistry

The Alkemistry provide modern, meaningful jewellery from a global selection of female designers. FormRoom worked closely with the team to develop the blueprint for their first standalone store, in the new Floral St development.

Project Features

Retail Interior Design

Insight + Strategy

The brand brought a wealth of storytelling to the initial stages of process, allowing FormRoom’s design team to weave authentic meaning into the concept, materiality and wayfinding throughout the space.

A modular blueprint for the first standalone store in Covent Garden.

Much like the inspiring fine jewellery, the store interior design was guided by timeless trends interwoven with the modern aesthetic.

Adam Blennerhassett Project Manager, FormRoom


Feng Shui balances the space through careful expression of the elements, different materials and their application create a carefully considered customer journey.

Water is represented using a backlit icy marble, with the planetary alignment expressed through delicate brass etching. Wood and Fire surround a cosy relaxation zone, whilst Earth is brought to life via a careful curation of plants selected for their healing properties.

A brushed steel workshop for customisation represents Metal. Finally, the ceiling is inset with vaulted arches, Edison bulbs and smoked mirror, giving a glimpse into Heaven. To compliment the brand’s product offering, the space also hosts both a piercing studio and a nail bar.

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