New Aesop Signature Store in Vienna: A place full of beauty inspiration

Aesop recently opened its second store in Vienna. This store not only impresses with its perfectly thought-out and aesthetic design, but also contains Europe's first Fragrance Library.

A place that inspires and invites you to dream - this is how Aesop's new signature store in Neubaugasse in Vienna can be described. It is the second in the capital. In 2017, they already moved into the Bauernmarkt. For the new store, the skincare brand worked with architect and interior designer Jakob Sprenger. The unique concept of the Australian brand runs unmistakably through its entire presence, without one store resembling the other. Aesthetics meets reduced and well thought-out design: this seems to be one of Aesop's secret recipes. The products follow this line, but convince not only with their appealing appearance, but also with high-quality ingredients and beguiling fragrance nuances. They awaken desire in us and invite us into other worlds: Thoughts, reveries, fantasies - each of the store's three interconnected rooms is designed to stimulate one of these three components. The first room captivates with its quiet grandeur thanks to its high ceiling and original chandelier by Carlo Scarpa. Especially in contrast to the busy street, the space conveys a sense of calm. The second room, with its circular floor plan, is home to Aesop's first Fragrance Library, whose centrepiece, the revolving niche, allows visitors to experience Aesop's fragrances in a special way. In the third room, the mirrored walls and dark surfaces create a dreamy, warm atmosphere. In any case, in all three rooms one can get an idea of the extensive product range of face, hair and body care as well as noble home accessories. The spacious washbasin in the first room also invites visitors to try out the exclusive products for themselves.

The Fragrance Library at the Vienna Aesop Store

Europe's first Fragrance Library as the heart of the store

At the end of June, Aesop launched three new fragrances: Othertopias is the name of the unorthodox trio, whose designation refers to places that are not real but seem very real. Similar to the situation, for example, when you read about a certain place in a book and a mental image of it arises. As with Aesop's existing four fragrances, the three new Eaux de Parfum were created in collaboration with long-time partner and perfumer Barnabé Fillion. The inspiration for Othertopias comes from a boat trip, the coast and the wasteland - all of which are borderline spaces that invite us to dialogue with nature, challenge our perception and inspire us to dream. The new fragrances, named Miraceti, Karst and Erémia, are defined above all by their juxtaposition of reality and fantasy. Miraceti ("the boat") is reminiscent of adventures on the high seas and is characterised by spiciness and warmth. Karst ("the coast") conveys an arrival at a rugged, distant coast. Subtle mineral notes, delicate aromas, fresh spices and smoky undertones make up this fragrance. Finally, beyond the coast stretches Erémia or "the wasteland". This perfume unfolds spicy and fresh notes before moving into musky, mossy hints. The Othertopias trio can be experienced in the new Fragrance Library in Vienna. But the existing fragrances can also be explored here. In the revolving niche, garments can be sprayed with the favourite fragrance in advance so that the individual nuances, which only unfold over time, can be discovered.

Othertopias: The new fragrances from Aesop

Aesop's brand philosophy hits the nerve of the time

Founded in Melbourne in 1987, the brand quickly gained hype, and not only among design lovers. Aesop managed to turn the beauty market upside down with an obstinate and timeless philosophy. Apart from the restrained design, the natural ingredients were decisive instead of the use of parabens, silicones and the like, which was common in the industry at the time. In addition, all Aesop products are unisex. It was recognised early on that there was no need for gender-specific demarcations in the beauty industry. Aesop also does not believe in a constantly changing product range: a new product should remain available in the shops for at least twelve years. The company also strictly refrains from classic advertising, instead focusing on authenticity and naturalness instead of anti-ageing promises and the like. Ultimately, it shows that Aesop was a pioneer with its brand philosophy even back then.

Aesop Neubaugasse

Neubaugasse 21

1070 Vienna

+ 43 1 890 98 10

Monday to Friday 10 a.m. to 6.30 p.m.

Saturday 10 a.m. to 6 p.m.

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