Aesop is a brand that tells its story unlike any other. Rather than doing so through conventional branding and advertising, they tell it through unique environmental design and aromatic experiences; superiorly blended products, poetic writing and their philosophy of ‘unselling’. 

The interior utilises primarily neutral colours that Aesop uses throughout their branding which are black, off-white, brown, beige and olive green, which reflects the mostly botanical origins of their products. 

The design has a minimalistic aesthetic with multiple display units, each one being a different statement piece. Timber and concrete are used consistently throughout the space which adds cool and warm tones that are inviting. 

Artificial lighting will be kept minimal as the store will be well lit from the natural light entering the space. One element that is used consistently throughout the design is the use of Hexagons which will be used on the mid-floor display, wall displays, and in the feature tile flooring.

Aromatic and physical experiences will allow customers that walk through the store to smell and try the products, allowing the customers to see how the product works, what it is like and makes them feel like they are partaking in something special and exclusive. On the mid-floor display there is a basin where customers can wash their hands and get the full Aesop experience.

Minimal branding is used throughout the space, continuing Aesop’s use of unconventional branding. The façade will have a hanging sign with the logo, complemented by a timber frame. Inside, the logo will be on the back wall, although it is discrete it can be seen from all points in the interior.