āAesop was established in Melbourne in 1987. Our objective has always been to formulate skin, hair and body care products of the finest quality; we investigate widely to source plant-based and laboratory-made ingredients, and use only those with a proven record of safety and efficacy. In each of our unique stores, informed consultants are pleased to introduce our range and to guide your selections. Alongside our commercial activities, we explore and support the arts as an avenue through which to inspire, learn and communicate. We are headquartered in Melbourne, and have offices and stores in many parts of the world, including New York, London, Paris, Tokyo and Hong Kong.ā
The above is how Aesop describes themselves.
Aesop likes to go for unique designs in all of their store layouts. Giving each store itās own feel while still being a part of the Aesop brand. They like to give their stores a look that fits in with the area theyāre being built if they are able to. The company also embraces sustainability, which is evident in the materials they use in each of their stores. The stores all manage to maintain a minimalist approach however, using just one or two things just to make a statement.
Examples are their store in North Melbourne has refurbished junk shop furniture as itās main counter. This store was also formally a Victorian Manor, and features Venetian fountains with brass garden taps used in product demonstrations.
The store Aesop Le Marais in Paris has 427 small polished discs, that are normally used to close plumbing pipes throughout the city, installed into the walls for product display. Aesop Tiquetonne has hand-made wrought-iron nails that serve the same function, this is the stores way of paying tribute to the streets traditional trade stores.
The store in New York, Nolita, uses old copies of the New York Times as itās primary construction material. This is Aesopās way of embracing their principles of sustainability and respect for the written word.
There are of course several other stores as well which all have a unique design and features that try to fit with there are of construction.
As slightly mentioned already depending on the store different materials have been used to create a unique look. Some stores make use of timber, while others use concrete products.
Majority of the products come in pharmaceutical styled brown bottles and jars. The labels are striped black and cream, featuring the product information and sometimes quotes chosen by the owner of the company. Their tubes are in the same style as the labels, but they also look a little like tubes of paint.
The stores ideals and branding are carried through across all their products and storefronts.
āWhy make something ugly when it can be interesting?ā
The owner of the brand Dennis Paphitis said this about the brand in an interview in 2012. All the products are created to be unique and they have a nice simplistic design that would fit with all bathroom styles. All products are made with the finest ingredients and are only sold once they have been proven as a safe product.
This is a brand where a customer would look outside the product, at what the company values and supports. Supporting different facets of the arts including film and the written word.
