This is the first AESOP store in Germany.
For this shop they wanted to integrate the unique character of Berlin, the tension between old and new, roughness and beauty, urban and nature. Inspired by the color studies and monochromatic paintings of Gerhard Richter and by the industrial history of the city and its everyday charm, the designers have chosen for an interior with a palette of leaf-green and tranquil clinical aesthetics. Handmade rough concrete tiles cover the walls and floor. Old sinks from a farm from 1950 make the link to the property that in a previous life was used as a dairy shop. German oak and ferns give subtle contrasting accents to this seductive, strong and human space.
The store distributes the full range of Aesop skin, hair and body care products. Noteworthy are the visual merchandising and smell as well as the "modern pharmacy" packaging that all witnesses of a sophisticated simplicity. The communication of the brand is also subdued and controlled, not empty slogans nor expensive campaigns. The shop team is an essential part of the Aesop communication, good training and a unique organizational culture provide the right ambassadors of the Aesop brand. To illustrate this, when visiting the store we received a welcome cup of tea.