Throughout history, space has served as a mirror of culture, reflecting the values, struggles, and triumphs of the societies that shape it. From the hidden corners of a childhood home to the grand halls of a museum housing artefacts from bygone eras, every wall and roof tile tells the story of humanity’s ever-evolving narrative. These spaces are not merely functional; they are steeped in meaning, offering profound insights into the interplay between humans and the world around them.
Retailers, too, have long understood the power of space in fostering connection and commerce. As far back as the 7th millennium BCE, open-air markets in Middle Eastern towns seamlessly blended into their environments, offering shaded relief from the sun while maximising accessibility for all. These markets were more than trading hubs; they were vital community spaces where social and economic exchanges intertwined, creating a sense of belonging and shared purpose.
Today, global brands such as Aesop carry this legacy forward, reimagining the role of space to captivate their customers. By carefully integrating their stores into the surrounding landscape, they create environments that not only honour local identities but also enrich the experience of those who step inside them. Aesop’s approach exemplifies the interplay between a cohesive brand identity and the unique cultural and historical elements of each of its locations.
Founded in 1987 by Dennis Paphitis in Armadale, Victoria, Australia, Aesop has since grown in scale to nearly 400 stores worldwide. Staying true to Paphitis’ rejection of the cosmetics industry’s extravagant advertising, each store celebrates minimalist design. The philosophy that ‘less is more’, as championed by modernist architect Ludwig Mies van der Rohe, finds perfect expression in Aesop’s stores, in which simplicity and purpose come together to create environments that feel both timeless and intentional.
*Aesop on Collins Street in Melbourne, Australia
Despite the universality of Aesop’s design principles, each location’s individuality is thoughtfully commemorated. Marianne Lardilleux, Aesop’s director of global retail design, notes that the brand’s minimalist identity—evident in its uniform packaging, simple graphic design, and warm hospitality—creates space for architectural complexity. This balance is achieved by adapting local materials and crafts in a way that aligns with Aesop’s aesthetic clarity. For instance, the brand plays with scale and repetition, ensuring that even intricate local adaptations appear minimalist in their execution.
This meticulous attention to local context is evident in stores such as Melbourne’s Chadstone Mall location, designed in collaboration with MIkk Studios. Encased in fragments of locally sourced basalt, the store’s design connects it to the region’s natural geology. Despite its location in Australia’s largest shopping mall, its interior provides a serene escape that echoes the calming, organic essence of nature. Similarly, in Fitzroy, Aesop partnered with Melbourne-based architect Clare Cousins to create a store rooted in the suburb’s historical identity. Timber wine boxes, originally incorporated to emphasise the brand’s rustic authenticity, and a demonstration sink, inspired by the utilitarian laundry troughs found in lean-to structures behind the area’s historic homes and workshops of its early farriers, reflect the brand’s commitment to cultural resonance.
On Collins Street, located in the heart of Melbourne and on Wurundjeri Country land, another collaboration with Clare Cousins Architects highlights the adaptability of Aesop’s design philosophy. Drawing its inspiration from the nearby State Library of Victoria, the store’s high ceilings and textured surfaces—crafted from crushed and rendered salvaged Aesop bottles—evoke a sense of artistry and sustainability. With soft, low lighting over its demonstration sinks, the store mirrors the quiet sophistication and contemplative spirit of a library, offering a sanctuary of calm amidst the city’s vibrant energy.
Collaboration with local architects and designers is a cornerstone of Aesop’s approach, ensuring that each store embodies its surroundings while adhering to the brand’s core philosophies. According to Lardilleux, these partnerships begin with dialogue to explore shared values and a mutual passion for architecture’s impact on human experiences. For example, when entering the Thai market, Aesop partnered with Sher Maker Studio, whose work aligned seamlessly with the brand’s vision. Through ongoing conversations, shared meals, and store visits, Sher Maker crafted a design for Aesop Thonglor that resonated with the district’s character while staying true to Aesop’s ethos.
Aesop’s commitment to sustainability further shapes its retail design. Lardilleux emphasises that sustainability is not an optional consideration but a fundamental responsibility. From the brand’s inception, the use of local materials, handicrafts, and artisans has incidentally reduced carbon emissions. This pragmatic approach—repurposing old furniture and salvaging materials for new stores—is deeply embedded in Aesop’s design DNA. Recent innovations include reusing old office desks to create store ceilings and continuously improving water and energy efficiency. By 2050, Aesop aims to achieve net zero and become fully circular in its operations, actively tracking environmental impacts across its value chain.
Central to Aesop’s design philosophy is the concept of creating a ‘sanctuary’ within bustling urban environments. Lardilleux explains that this begins by observing and addressing environmental noise—whether aural, visual, or olfactory. By lowering ceiling heights at entrances, selecting soothing materials, and controlling acoustics and lighting, Aesop curates spaces of respite. These environments counteract the harsh stimuli of retail settings, offering visitors a moment of calm.
Customer experience is the foundation of Aesop’s architectural strategy. Each store is designed to facilitate sensory engagement, anchored by its iconic demonstration sink. This feature embodies the essence of Aesop’s design philosophy, providing a space for customers to explore products with running water and engage in meaningful conversations about their skin. As Lardilleux notes, these interactions are central to fostering connection and engagement, ensuring that every gesture within the store resonates with intention.
Aesop’s approach to space is a testament to its commitment to authenticity, artistry, and cultural respect. By harmonising its stores with local landscapes and histories, it transcends the typical retail experience, crafting environments that feel both personal and purposeful. Each location becomes more than just a place to shop—it becomes a space to connect, to reflect, and to appreciate the interplay between design, community, and nature. Through thoughtful collaborations and a dedication to sustainability, Aesop redefines the role of retail, proving that even the simplest spaces can leave a lasting impression when imbued with care, intention, and a deep respect for their surroundings.
