Artificial chaos

Located just a stone's throw away from the world's busiest train station in the Tokyo district of Shinjuku, Aesop's latest store builds on the concept that has characterised all physical Aesop stores over the years: to blend imperceptibly with the façade and the atmosphere of the surrounding area. To become a streamlined part of the street, the neighbourhood, the city. Aesthetically pleasing, well-designed surfaces that create a suitable stage for the products. At the same time, Aesop's surface becomes a much-needed oasis with its generous space, contrasting with the narrow, crowded streets of Shinjuku.

– "From an architectural point of view, we always work according to the criterion of using what is already in place, trying to weave ourselves into the construction and the core of the street," Aesop's founder Dennis Paphitis told Dezeen. "We don't want to create the feeling that we are intruding.

For this, Aesop has contracted the Fukuoka-based architecture firm Case-Real, founded in 2000 and led by designer Koichi Futatsumata. They describe their vision for the Shinjuku store as 'artificial chaos', a term that alludes to the intense atmosphere of the tourist-heavy neighbourhoods around Shinjuku. It paints the picture of Shinjuku as "a jungle of buildings, narrow alleys and glittering neon signs. A nostalgic 80s atmosphere, but at the same time very human."

Case-Real wanted to incorporate the natural qualities of Aesop's products, and the sparse choice of materials creates the feeling of natural meets artificial in a store experience as elaborately exquisite as Aesop's other establishments around the world.

For London's first Aesop store, British designer Ilse Crawford was consulted, who ensured that the original parquet floor was lifted, antique furniture brought in and fireplaces restored. For the Rome store, director Luca Guadagnino and his design firm Studio Luca Guadagnino were hired. Guadagnino and Aesop's European manager Thomas Buisson walked the streets of Rome to find inspiration for the interior design. Religious motifs and Pasolini's films weighed heavily in the development of the small shop in the Piazza di San Lorenzo in Lucina.

The Australian skincare brand has become so synonymous with quality, durability and good design that simply placing one of the brand's products in a bathroom can instantly elevate a sense of well-being, class and style. The shimmering amber bottles, made entirely from recyclable materials, exude a distinctive finesse and exclusivity that the world has embraced. In addition to Aesop's cherished Resurrection Aromatique Hand Wash, the range includes Moroccan Neroli Post-Shave Lotion, Herbal Deodorant Roll-On and the immensely popular Post-Poo Drops.

Although Aesop was founded in 1987, it took until the 2010s for serious expansion to take place. It now has 200 stores worldwide and makes one of the world's most recognisable skincare products, and for good reason. Their all-vegan unisex products are not only lovely to rest your eyes on - Aesop never compromises on the quality of its ingredients. They take great value and pride in the combination of natural and artificial ingredients, based on their commitment to safety and quality.

– We have always maintained our independent, holistic approach using rigorous science, thoughtful and responsible packaging, and intelligent design. All this to deliver products that are not only very effective but also very enjoyable to use," Aesop CCO Suzanne Santos told CNN in an interview. The focus has been on the content of the bottles, rather than overly elaborate presentations, celebrity endorsements or dishonest promises. Whatever the age or gender of the customer, we want to optimise skin health.

Products featured in the post

Post-Poo Drops 100 ml

Aesop

Geranium Leaf Duet

Aesop

Geranium Leaf Body Cleanser 500 ml

Aesop

Resurrection Aromatique Hand Wash 500 ml

Aesop