# Enameled Beauty Boutiques Aesop Soho Store by Cigue Features Simple Minimalist Atmosphere By Katherinev123 | Published 2012-01-17 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/aesop-soho-store References: [retaildesignblog.net](http://retaildesignblog.net/2012/01/15/aesop-store-by-cigue-london/) & [aesop](http://www.aesop.com/latest/stores/item/422-aesop-soho) The [Aesop Soho](https://www.trendhunter.com/trends/aesop-flagship) store, which recently opened in Soho, London, is a place where you will not only find coveted beauty products -- that were used by history's royals, such as Egyptian pharaohs and Persia's kings -- you will also feel comfortable and calm, thanks to its [minimalist and monochromatic interior](https://www.trendhunter.com/trends/retail-environment) designed by Parisian architecture firm [Cigue](https://www.trendhunter.com/trends/electric-bike-shop). The Australian beauty brand's newest shop rests on a space that was once supposed to be a royal park, as was the wish of Henry VIII. Now, it's a place for luxury hair and body products, which are featured on displays and shelves made of enamel, a material known to last a long time. The displays also provide cool contrast against the Aesop Soho store's natural hardwood floors and white-washed stone walls, while black trim accents the space for a cool and contemporary look. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 66% | Activity: 39% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### Key Themes Behind This Trend - **Minimalist Interior Design:** Opportunity for businesses to create simple and calming atmospheres using minimalistic design principles. - **Luxury Beauty Products:** Potential for businesses to offer exclusive and coveted beauty products with a historical and royal association. - **Long-lasting Materials:** Chance for industries to incorporate durable materials, such as enamel, in product displays and store design. ### Where This Applies - **Architectural Design:** Disruptive innovation opportunity for architects to specialize in creating minimalist and monochromatic interiors for retail spaces. - **Beauty and Cosmetics:** Opportunity for beauty brands to curate products with a historical, royal connection to offer a unique selling proposition. - **Materials Manufacturing:** Potential for manufacturers to explore the use of long-lasting materials, like enamel, in the production of displays and shelves. ## Related on Trend Hunter - [Sensorial Luxury Beauty Stores](https://www.trendhunter.com/trends/aesop-flagship.md) - [Book Pile Retail Decor](https://www.trendhunter.com/trends/aesop-store-1.md) - [Traditional Pavilion Skincare Stores](https://www.trendhunter.com/trends/samuso-hyojadong.md) - [Medallion-Detailed Retail Designs](https://www.trendhunter.com/trends/aesop-store-2.md) - [Algae Lit Retail Caves](https://www.trendhunter.com/trends/aesop-hainan.md) - [Minimally Designed Store Openings](https://www.trendhunter.com/trends/selfportrait-store.md) - [Pastel Palette Retail Stores](https://www.trendhunter.com/trends/aro-archive.md) - [Curated Intimate Retail Experiences](https://www.trendhunter.com/trends/alaa-flagship-store.md) - [Autoshop-Transformed Skincare Boutiques](https://www.trendhunter.com/trends/malingoetz-1.md)