At 45m2, the new Aesop store at NEWoMan Shinjuku, Tokyo has been transformed into a minimalist space that features Aesop’s primary brand palette in a vibrant manner. Designed by Japanese architecture firm, Torafu Architects, this curated concept store is tucked within a compact and square floor plan which is then formed into a 3-dimensional grid. Located at the core level of the commercial centre, this outlet is flanked by other retail shops, resulting in good visibility from the main road.
“We did the interior design for Aesop, an Australian skin care brand, located in NEWoMan Shinjuku,” say the architects. “With its 4.9m width and 9.2m depth square plane, the project area offers a space surrounded by passageways with two pillars at either end of the space.”
From the entrance, the pillar which bears the Aesop name catches attention immediately. All around, the shop is set in limestone from floor to ceiling.
“In order to make the wall-less space visually independent, we uses limestone as a main material, which offers a signficant presence,” explain the architects. “This pale, tactile material is used for the flooring, pillars and fixtures, which appear to be sculpted from a single mass.”
To take the design further, Torafu architects integrated 108 pieces of limestone in a precise fashion to create a streamlined look. On another side, the pillar houses tiered display shelving and extends into a large sink unit. Throughout, the limestone’s subtle hues are contrasted by Aesop’s amber containers.
“Even if this store is located within a busy mall where many people come by, we sought to create a store that emphasize Aesop’s brand image using stone, a stately material that carries a strong message,” say the architects.
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