retail stores are so consistently and predictably AWESOME that it’s actually becoming a little bit boring. Except – WHAT am I taking about – awesome is totally never ever boring! Period. From the very beginning, Aesop have understood the value of design and have managed to build a covetable world-wide brand by exploring and utilising every aspect of design excellence to their advantage. Their stores are their ultimate brand extension and fine examples of interior branding at it’s best. So clever, so inspiring, so AWESOME and never boring.

Back in September, Aesop opened their first standalone store in New York in the Nolita area (images above). Designed by New York architect , who also created , the interior “further explores construction possibilities of newspaper by using reclaimed copies of the New York Times as a building material”. Very clever and very beautiful.

And in case you need further proof of Aesop’s unwavering commitment to design awesomeness (yeah right!), see below images of their most recent temporary installation in Hong Kong’s I.T HYSAN ONE flagship store. Designed by  architects, the installation was inspired by a black and white image of hundreds of floating lanterns.




[Aesop New York images via . Aesop Hong Kong images via  + .]

About The Author

Dana Tomić Hughes
Founder & Editor

Dana is an award-winning interior designer living in Sydney, Australia. With an unhealthy passion for design, Dana commits to an abnormal amount of daily design research. Regular travel and attendance at premier design events, enables Dana to stay at the forefront of the design world globally. While she is super serious about design, Dana never takes herself - nor design - too seriously. Together with her life and business partner, Dana is Boss Lady at Studio Yellowtrace, specialising in Design Strategy, Creative Direction and Special Projects. The studio takes a highly conceptual and holistic approach to translating brands & ideas into places & experiences.

5 Responses

  1. Avatar
    Oliver @ Sabi Style

    I find their spaces so inspiring.

    I love that they can explore sustainability in design and using a very pared back colour scheme have such immediate impact and wow.

    Yet it’s not just a superficial design that you tire of easily – it always has real depth and interest.


  2. Ella

    Their consistent awesomeness is making me jealous. I love that these spaces aren’t just about picking good finishes and expensive fittings. They are genuine examples of good, inventive design.

    As a side note, I think the first two images are of their second store in Noha area, NY. The Nolita store is awesome too. Of course it is!!

  3. Avatar
    JP Kuehlwein

    ;-) Aesop’s predictable awesomeness is the manifestation of a fabulous (quite literally), holistic and consistently executed marketing strategy developed over the decades. You can read our attempt at analyzing their approach and why you respond the way you do at:


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