Brand marketing draws on a huge number of variables, but one of the growing trends is to underpin brand value with stunning display spaces. Australian cosmetics company Aesop’s strategy is to find innovative new ways of engaging with its potential clients in all of its stores by considering the context intrinsic to each commercial setting. Norwegian design studio Snøhetta is the brains behind the new London store, which is located on the corner of the ultra-central Duke of York Square. Elegant shaping is at the heart of the design concept: the result doesn’t shout its mouth off – a nod to the brand’s advertising strategy, which favours a “no-noise” approach – but there are without doubt references to the sets of legendary scenographer Ken Adams in the old James Bond films, while the curved lines are pure Oscar Niemeyer.
The layout of the space is dictated by a pre-existing column, which forms the centre point of the 12 huge arcs in pink plaster which extend off towards the walls, their colour softening slightly as the curve progresses. Lighting is used to emphasise the rising intensity of the colour, while the regular sequence of the arcs creates a clear sense of order, providing visual dividers within the space.
Like all Aesop’s flagship stores, there is a huge basin with stainless steel base that wraps around the central column like a stream of water, reflecting the natural light and colours of the ceiling. It is the main focus of the Snøhetta interior design project here.
Skincare products are set out around the taps and on the shelves along the perimeter of the store. There is a huge selection, but the distinctive brown bottles with their bi-colour labels bring a sense of uniformity and order. It provides contrast with the textured pink walls, the brushed cement flooring and the shiny steel of the basin. The end result is a vibrant mix of the industrial and the artisanal that has succeeded in winning over lovers of design and beauty alike.
