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It’s hardly news that the beauty industry taps into art visionaries to enliven products and packaging.

But Swiss luxury skincare label La Prairie, a long-time patron of the arts, is doing things a little differently with the latest edition of its pinnacle Platinum Rare line.

Created a decade ago with a formula that is refined year after year, the collection is inspired by the namesake precious metal, formed by the collision of two neutron stars in a distant corner of the universe where gravity is much stronger. If we were to go with Einstein’s Theory of Relativity — that the higher the gravity, the slower time passes — platinum comes from, in La Prairie’s words, “a place where time is suspended”. And this reflects the brand’s mission to hold back and reverse the ravages of time on the skin.

La Prairie’s Platinum Rare Haute-Rejuvenation collection

To mark the launch of the reformulated Platinum Rare Haute-Rejuvenation range, La Prairie has partnered with Japanese contemporary artist Nobuhiro Nakanishi and renowned British composer Max Richter for an immersive installation that explores the suspension of time. Called “Echo of Time”, it features a sequential series of photographs of the Swiss Alps taken at twilight. The immersive work is accompanied by an epic score composed by Richter.

“Music is a place for our mind to inhabit, and then you get an individual figure sort of entering into that landscape and relating to it, and both are changed by that encounter,” says Richter in a video about the collaboration. The piece, displayed at Shanghai’s West Bund Art and Design last month, charts the passage of time in its entirety, while each individual image, together with the shift in tempo, invites the viewer to pause in a single moment.

To prolong the out-of-time experience, Richter also curated a bespoke playlist titled time suspended, which includes some of his favourite, timeless pieces. Scan the Spotify code with your mobile phone to listen now.

In some ways, “Echo of Time” parallels the science behind the new Platinum Rare Haute-Rejuvenation. Both seek to defy the rules of time by the sum of its parts. The collection consists of four products: the Elixir, Eye Elixir, Eye Cream, and Cream, each with a unique formulation to activate the skin’s rejuvenation process. The two active ingredients driving this operation are La Prairie’s patented Exclusive Cellular Complex — which is first developed by the brand’s mastermind Dr. Paul Niehans and found in all La Prairie products — and the new Platinum Multi-Peptide.

According to La Prairie, the skin’s ability to rejuvenate depends on the coordinated effort of skin cells in all skin layers, and as with all things, this declines with age. The Exclusive Cellular Complex, considered to be “the guardian of the epidermis” infuses skin with essential nutrients and helps protect it from stress factors. The Platinum Multi-Peptide stimulates collagen production, further strengthening the skin barrier and improving moisture balance. Combined, both trigger skin cells to begin a loop of rejuvenation, tackling all signs of ageing. All these mean skin is plumper and more elastic, its texture is refined, wrinkles are reduced, and skin tone is more even.

Coinciding with the launch of the Platinum Rare Haute-Rejuvenation is the reopening of La Prairie’s store at Tangs Orchard. A nod to the brand’s Swiss heritage, the newly revamped beauty lounge is a picture of pristine elegance with its clean lines and art pieces created by Swiss artisans that mirror the snow and minerality dusting Switzerland’s mountains.

More than just a retail space, the lounge has two private facial cabins tucked away at the back of the store. The list of treatments, each 90 minutes long, cater to various skin concerns like firming, anti-aging and rejuvenation. Harnessing the power of La Prairie’s Skin Caviar collection, the Skin Caviar Lifting & Firming facial pumps skin with hydration and essential nutrients for firmer, softer skin. The Pure Gold Radiance facial incorporates drops of La Prairie’s Cellular Radiance Concentrate Pure Gold serum to revitalise and perfect skin. For the ultimate pampering sesh, go for the new Platinum Rare Haute Rejuvenation facial, which uses the brand’s most luxurious skincare for an instant glow-up, and finishes with a relaxing back massage.

La Prairie’s Art of Beauty Lounge is located on Level 1 of TANGS at Tang Plaza, 310 Orchard Road.

(All images: La Prairie)

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