In a corner building on Utrechtsestraat, where children used to peer at candy behind the glass, Aesop now sells skin care. The building dates from the seventeenth century and has not hidden that history. On the contrary: the interior plays right into it. This was also the first Dutch branch of the Australian brand, and when you see what it's made of, you understand why they chose this building.
The design is by Studio Valentin Loellmann, a name many people know from the world of furniture and objects, but this was his first retail project ever. Together with Louise Wilhelmine, who did the concept sketches, he designed a space full of handmade wood and copper work. Most striking are the sculptural elements: carved wooden ladders with polished stainless steel walls, which stand as decorative objects in the space. Not a standard store fixture, but something you would more likely expect to find in a gallery. Photographer Romain Laprade captured the interior, and those images went global.
Aesop works with local designers at each location and lets the interior reflect its surroundings. You can see this at the second Amsterdam store, on Runstraat in the Nine Streets neighborhood. That space is inspired by the aesthetics of Nieuwe Bouwen, the modernist movement that brought color and functionality together in architecture and design in the twentieth century. Colors, proportions, the entire layout exudes that influence. Two stores in the same city, each with its own character and story.
Valentin Loellmann made his first retail space here, and it feels like he hit the mark right away.
The Utrechtsestraat store is within walking distance of Rembrandtplein, on a street known for its stores and restaurants. Runstraat is in the middle of the Nine Streets, one of the busiest shopping areas in the city. Both locations are easily accessible by streetcar. Whether you go for the products or just the interior, the Utrechtsestraat store is worth checking out. Valentin Loellmann created his first retail space here, and it feels like he hit the mark right away.