The enigmatic allure of the occult has long been intertwined with the legendary rock band Led Zeppelin, and at the heart of this fascination lies the enigmatic figure of Jimmy Page. In 1973, Page, already a rising star in the music industry, took a bold step into the world of occult retail by opening The Equinox Booksellers and Publishers in Kensington, London. This move was not merely a business venture but a manifestation of his deep-seated interest in the esoteric, which had been a part of his life since his teenage years. Page's fascination with occultism, particularly Thelemic theories and the works of Aleister Crowley, was a significant influence on his artistic endeavors and personal life. Crowley's ideas on ceremonial magick and the liberation of the individual resonated with Page, who saw them as a means to explore the depths of human potential and challenge societal norms. The Equinox was a haven for those seeking knowledge beyond the ordinary, adorned with Egyptian motifs and Crowley's birth chart, creating an atmosphere that was both mystical and inviting. Page's involvement in the occult extended beyond the confines of his bookstore. He featured in Kenneth Anger's 1972 film 'Lucifer Rising', playing a pivotal role in the film's narrative, and even contributed to the soundtrack. This involvement further solidified his connection to the countercultural world of occultism. However, Page's occult interests have not always been in the spotlight. In recent years, he has kept his occult pursuits more private, perhaps recognizing the potential for misinterpretation and controversy. Despite this, his influence on the music industry and his impact on the world of occultism remain undeniable. Page's journey from a schoolboy discovering Thelemic theories to a renowned musician and occult enthusiast showcases the enduring appeal of the esoteric and the power of personal exploration. His story serves as a reminder that the pursuit of knowledge, even in its most mystical forms, can be a transformative and enlightening path.
