Aēsop Looks to Jeongja for New Seoul Store

Aside from its catalog of fine skincare, haircare and fragrance products, Aēsop is known for its luxuriously minimal stores that perfectly complement its products. In that vein, the Australian cosmetics company has planted its feet across the world – with stores in cities like Tokyo, Brisbane, New York City, London, Hong Kong, Paris and more. Now the brand has revealed its newest store in Seoul, South Korea.

Aesop Seochon is located in one of northern Seoul’s oldest neighborhoods and enlisted the help of architect Samuso Hyojadong for its design. To bring the space to life, the new store is inspired by “jeongja,” which is a style of traditional Korean, open-sided pavilion. The space harbors an overall modern, yet minimal feel – intended to evoke feelings of rest and tranquility as a departure from busy life. A key element that produces this feeling is the store’s folding doors that form a completely open façade.

“People in our era are busy with their daily lives and exhausted by a lot of things. That’s why you need to have an internal charge,” said Hyojadong. “For this, rest is necessary. But rest doesn’t have to be at a pavilion – it can be done anytime, anywhere. No matter how busy you are, if you are in a space where you can feel comfortable, even if it’s not for a long time, you can feel comforted.”

Inside, one will find Aesop’s signature amber bottles and minimalist branding resting on inset wall shelving and dark tables for a clean look. Additionally, the space is complemented by natural materials like stone, granite, timber and copper.

Take a look at the new store in the gallery above.