All the world’s a stage, they say, and that certainly includes the newest Aesop store, which opened July 8 in Berlin’s Fasanenstrasse in the western part of the city. The 93-square-meter space, the Australian natural cosmetics company’s sixth German store, and its second in Berlin, was loosely inspired by nearby theaters including Berliner Festspiele and Theater des Westens. Norwegian architecture firm Snøhetta is behind the design; they also created Aesop’s 100th store, Oslo’s first, which opened in December 2014.
“We kind of took that big idea of the theater, and wanted to create that in a workable environment,” explained Snøhetta architect Peter Girgis, pointing out the oak pillar cabinets holding the brand’s seven different product ranges. They can be opened for display, and closed at night like a theater curtain, and function as supporting columns for the space. The sparely elegant shop’s point-of-sale counter is a clutter-free floating island with recessed spots for computer terminals and vintage lamps to match the brass handles and knobs on doors and drawers.
“We’re so passionate about the design, and each space is a new story for us,” said Jeanne Casimir, Aesop marketing coordinator, France, who was on hand for the event.
The perfectly peaceful store reflects its genteel western neighborhood, and stands in contrast to Aesop’s other shop in the east of the city, decorated with green-toned tiles whose rough edges and small imperfections were intended to reflect the work-in-progress that is Berlin.
Aesop entered Germany in 2013, and now has own stores in Hamburg, Stuttgart, Cologne, and Frankfurt, as well as the two in Berlin. Each Aesop store is unique.
At the shop opening, timed to Berlin’s fashion week, the Australian natural brand also previewed its Blue Chamomile Hydrating Masque, which can be used as an overnight treatment, and launches in October, as well as its newest fragrance, called Tacit, which has notes of basil, yuzu and vetiver, and hits counters in September.