The 645-square-foot space is located in Piazza del Carmine 1 in the arty Brera district and its design was conceived in collaboration with Milanese architect Vincenzo de Cotiis, who is also behind the design of Alberta Ferretti’s Milan store.
Housed in a building from the 19th century, the store’s interior is partly influenced by the lively area, featuring neutral tones such as pale peach for the plaster and light gray for the railing and concrete floor. Paying homage to Milan’s roots as an industrial city, the colors contrast with shiny metallic shelves, machined brass and the sculptural counter and sinks made out of printed fiberglass.
Aesop, which offers a wide range of facial, hair and body products, entered Italy through a local distributor, but opened in February its Italian subsidiary to directly manage the business. Before the store opening, the brand was present in concept stores such as 10 Corso Como, but has plans to expand in Italy.
“The store in Piazza del Carmine is the first of a small series of new locations that we are planning to open in this country,” said Matteo Martignoni, country manager of Aesop. “Italy is rich in historical and cultural cities and neighbourhoods, some of which are a perfect match for our brand,” he added.
The natural brand just launched its newest fragrance Tacit with notes of basil, yuzu and vetiver in September and has the next product launch in the pipeline. The Blue Chamomile Facial Hydrating Masque, which can be used as an overnight treatment, is slated for October and the 60-ml. bottle will retail for 41 euros, or $46 at current exchange rate.