Aesop works in collaboration with designer Samuso Hyojadong to create a new store location in Seochon, Seoul. It is defined by the open facade with a large stone plinth. The two drew inspiration from the traditional architecture of jeongjas when creating the space, which are Korean pavilions that have no walls. These are meant to be a space of rest and taking in the views that surround them.
The store faces the street and is made with mesh metal screens that are able to open fully to create a storefront with no walls at all. When it is closed, the backing creates clear windows. The design team at Aesop explains to Dezeen, "Samuso extended the floorplate outwards to create a threshold that conveys a generous sense of hospitality. One [jeongja] in particular that inspired us was the Soswaewon in the Damyang region, which was built in the sixteenth century and is surrounded by a verdant garden."
Traditional Pavilion Skincare Stores
Samuso Hyojadong Designs the New Aesop Store in Seoul
Trend Themes
1. Open-facade Stores - The collaboration between Aesop and Samuso Hyojadong in Seoul showcases the trend of open-facade stores, where mesh metal screens replace traditional walls.
2. Incorporating Traditional Architecture - Aesop's new store in Seoul exemplifies the trend of incorporating traditional architecture, as it draws inspiration from jeongjas, Korean pavilions known for their wall-less design.
3. Threshold Design - The design team at Aesop embraced the trend of threshold design by extending the floorplate outwards, creating a welcoming and hospitable space for customers.
Industry Implications
1. Retail - The open-facade store trend offers retailers the opportunity to create visually appealing storefronts that blend the boundary between indoor and outdoor spaces.
2. Architecture - The incorporation of traditional architecture in commercial spaces presents an innovative opportunity for architects to create unique and culturally-inspired designs.
3. Interior Design - The threshold design trend opens up possibilities for interior designers to create seamless transitions between different areas, enhancing the overall customer experience.