The botanical based Australian brand Aesop have opened a new store in the heart of Soho. The store, designed by the Parisian design team Ciguë, is lined with white enamelled shelves displaying Aesop's distinctive brown glass apocethary-style bottles. It's a clean calm ordered space in which to take your time to sniff and browse, worlds away from the hustle and clamour of the big department store beauty halls mere meters away. Although it's a new opening the store already feels like it's been around for years.
The brand itself is celebrating its 25th anniversary in 2012. One of the pioneers of the plant-derived beauty products model, Aesop is distinctive for sticking to its roots without making unsubstantiated confusing claims to be organic or all-natural. The products take their inspiration from the natural world and pick the most efficacious and effective botanical ingredients to address skincare concerns but will also use synthetics to create the best product. This considered approach to formulations is what makes the range effective and their loyal fans coming back for more.
Bora Kwon
