Visiting the Aesop Store in Tokyo, Japan

Store design is my passion, and I love discovering different stores and seeing how they've executed their brand vision through their interiors. The skincare brand Aesop, known for its quality products and distinct aesthetics, has truly elevated the art of store design. Aesop's Tokyo stores are a perfect example of how architecture and design can be used to create spaces that are both functional and reflective of local culture. This Aesop store in Shinjuku Tokyo offers beautiful glimpse of local know-how of architecture and design.

Aesop´s handwashing station for testing their products

What makes this brand´s interiors so special, experimental and outstanding?

This brand is known for their unique and minimalist aesthetic. It is easy for customers to recognize Aesop’s brand aesthetics. Each of their stores reflect the local culture and surrounding area. The Aesop store in Shinjuku, for example, seamlessly blends their signature minimalist style with the vibrant energy of the district.

This store is designed to be open and inviting, with a layout that encourages customers to explore and engage with the products. Every aspect of the customer journey is thoughtfully considered, from testing products to experiencing the store's atmosphere. This Shinjuku store is an excellent example of how Aesop’s store designs adapt to their surroundings while maintaining the brand’s global identity.

Curved stainless steel shelf

Cashier desk design 

Aesop product display

Interior details of the Aesop store

The store features creamy plaster walls that introduce texture and natural elements, creating a soothing contrast to the bustling street life outside. This design choice not only adds visual interest but also emphasizes the natural aspects of the products.

The interiors go beyond aesthetics to offer a calming and immersive shopping experience. Each product has its own designated space, making it easy for customers to explore and engage with the offerings.

In this space, the interiors have been executed beautifully with meticulous attention to detail. Designed by Case-Real, the architectural concept seamlessly integrates the urban energy of Shinjuku with Aesop's calming aesthetic. The use of stainless steel in the interiors introduces a vibrant, urban touch that complements the soft, textured plaster walls. The mirror-finish steel shelves make the products stand out spectacularly, while also reflecting the lively cityscape, bringing a dynamic essence from the streets into the store. The curving wall is undoubtedly the focal point of this space. The stainless steel shelf emphasizes the curve beautifully and creates impressive display for the products.

I loved that the shelves were elevated off the floor, which gave the space a more open and airy feel.

My own experience browsing the store

Seeing the Aesop sign on the plaster wall with their minimalistic logo captured my eye from the busy street. First thing walking into their store I was caught with a calming feeling and got warm welcoming from the staff. This space was easy to map out and the open layout was inviting.

The selection was vide in this store and it was nice to explore all the products. All the products were displayed on the eye level which gave easy access to explore the products. The prices were shown on a card that was given to me and product display was easy to follow by categories.

My favorite feature of Aesop stores is the opportunity to test the products. The staff were incredibly kind and knowledgeable, assisting me in finding the perfect items for my needs. Testing the products is a crucial part of the customer experience, and this is thoughtfully reflected in the store’s design. It allows customers to get to know the products and build a connection with them before making a purchase decision.

I would consider adding some counters in the middle of the space to create a more structured path for customers to explore the products. I felt that some of the shelves might not receive as much attention. This layout adjustment could help guide visitors more effectively and ensure that all products get the attention they deserve.

Cashier was minimalistic design

Product details in the store