Designed in collaboration with Samuso Hyojadong and located in one of northern Seoul’s oldest neighbourhoods, Aesop Seochon was inspired by jeongja, a type of traditional Korean open-sided pavilion—typically calming and enveloping structures in which people can come together surrounded by nature.
The length of the store is fronted with a series of doors which fold back to create an entirely open façade, blurring the boundaries between exterior and interior and allowing visitors to transition seamlessly from street to store—just as aromas flow out unimpeded onto the pavement outside. Once closed, the woven metal backing creates a translucent surface, allowing curious passers-by to peer inside and make out the hazy silhouettes of amber bottles in regimented rows.
The space is anchored by natural materials. The hue of the rough-edged piece of stone that acts as a display unit is echoed in the granite flooring and pale walls—the latter also reminiscent of traditional Korean hanji paper, laden with texture and nostalgia. Basins and shelves are finished with reclaimed timber and aged copper, while rose wood lines the inside of a concealed Fragrance Armoire housing our full range of unconventional Eaux de Parfum.