A special project by Aesop for the Salone del Mobile.Milano 2024

Since the Australian brand’s inception in Melbourne in 1987, well-considered design has been central to the Aesop experience, ranging from the architecture of the stores, in keeping with the identity of each location, to the packaging and labels of the products lining their shelves. 
 
As the official partner of the April edition of Salone del Mobile.Milano, from 16 to 21 April, Aesop distils its unique approach to caring for the skin, self and surrounds with a series of multisensorial experiences across the city.   

Its new Milan store, in Piazza Cordusio, will morph into a sensorial showpiece designed by Nicolas Schuybroek. The structure takes its form from the regimented rows of Aesop products, following the formulation-first logic central to the brand’s philosophy. Within the assembly, small rectangular cavities are created by removing soap bars, generating portals through which to enter—via film—the sensorial world of Aesop's products. 

‘The scenography is inspired by the Arte Povera movement from the late 60s and 70s,’ says Schuybroek, ‘This movement has inspired my practice for many years now, and shaped the basis of this project for Aesop, which is known for its minimalist packaging. Restricting materiality to something as simple as a soap bar resonates with the principles of the movement, while also echoing Superstudio’s iconic monochromatic grid structures from the 70s.’ 

Amid the muted calm of the structure, an Aesop facial therapist will enact a performative - and informative - treatment at 5:55pm each day, with meticulously choreographed movements narrated by an otherworldly voice, imparting visceral wisdom. 

Beyond the store, three Aromatoria will be placed at points across the city, providing aromatic refreshment and replenishment. At these intriguing structures, curious visitors will be invited to apply one of the brand’s unconventional Eaux de Parfum, with different fragrances selected according to the time of day. 

Fondazione Luigi Rovati
Corso Venezia, 52, 20121 Milano
10 AM - 7PM

GAM Galleria d’Arte Moderna
Via Palestro, 16, 20121 Milano
10AM - 7PM

DIMORECENTRALE
Via G.B. Sammartini, 63, 20125
10AM - 8PM

Aesop’s Creative Director Aï Kato says of the project: ‘“Form follows formulation” is a holistic expression of Aesop. It brings together our reverence for design with our desire to elevate mundane acts such as hand washing or moisturising into something exceptional, and even fun. Most importantly it is a celebration of what has sustained and inspired us for thirty-eight years: our product.’

Visitors are warmly welcomed to ‘Form follows formulation’ at Aesop, Piazza Cordusio, 2, Unit 4 (Entrance: Via dei Mercanti, 23) 20123 Milano MI, Italy from 16-21 April.