Aesop has unveiled a dramatic redesign of its retail space at London’s Harrods department store, marking the first major refresh in over a decade. The luxury skincare brand, which established its presence in the iconic department store more than ten years ago, has relocated its counter within the beauty hall and introduced a new aesthetic described by the company as a “coup de théâtre” – a French phrase denoting a dramatic turn of events. The redesign was executed by London-based architecture firm Al-Jawad Pike, which previously collaborated with Aesop on stores in Shepherds Bush and Battersea Power Station, both known for their strong ties to local context.
“On our first site visit, I remember leaving and looking up at the exterior of the building,” recalls co-founder Jessam Al-Jawad. “The terracotta-clad façade is just so singular and iconic, so beautiful. This led us to think about terracotta as a material to work with, which seemed so right as in certain cultures it’s associated with its ability to absorb and hold fragrance.”
The new counter features a monolithic structure clad in glazed Italian terracotta tiles, with carved recessed alcoves inspired by ancient Persian architecture, a culture historically linked to the development of liquid perfumery. Positioned atop this architectural centerpiece is an olfactory sculpture, echoing Aesop’s “Aromatorium” installation from Copenhagen’s 2024 3 Days of Design festival. The sculpture combines handmade copper cones with blown-glass vessels, offering customers an innovative method to sample the brand’s eaux de parfum.
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Al-Jawad explains the design philosophy: “We were interested in counters having this architectural quality to them. They’re these shrunken-down structures with apertures and openings that have the suggestion of different floor levels. There’s a play on scale, so you’re designing it as if it’s a building, but with the care and attention to detail as if it’s a cabinet.”
The redesigned space reflects Aesop’s evolution since its Harrods debut, aligning with its expanded product range and urban-focused aesthetic cultivated through collaborations with renowned architects like Ilse Crawford, the Campana brothers, and Frida Escobido. The terracotta motif not only pays homage to the building’s exterior but also connects to cultural associations with fragrance preservation, reinforcing the brand’s sensory identity.
