The Aesop Hiroshima store, designed by longtime collaborator Simplicity Design Studio, is a masterclass in architectural storytelling, where the city’s rivers and industrial heritage converge in a space that is both poetic and purposeful. From the moment visitors approach, the design speaks through its fluid, stepped forms—each curve and contour a nod to the Ota River’s distributaries, which have shaped Hiroshima’s landscape and life for centuries.
The ground floor unfolds like a topographical map, with terrazzo steps that rise into benches, walls, and finally the counter, blurring the line between function and artistry. This organic flow mirrors the movement of water, inviting guests to move through the space as if following a gentle current. The material palette—raw yet refined—echoes the city’s industrial roots, with elemental textures that ground the design in a sense of place.
Ascending to the second-floor parlour, the atmosphere shifts to one of quiet intimacy. Here, concrete mortar floors and timber furnishings pay homage to Hiroshima’s traditional craftsmanship, while a vintage barber’s chair and shampoo bowl subtly reference Aesop’s origins as a hair salon. The en-suite basin allows for personalised consultations, a contrast to the communal sink below, reinforcing the store’s balance between shared experience and private ritual.
A highlight of the upper level is the Infusion Chamber, where visitors can immerse themselves in Aesop’s unconventional fragrance range. Designed for contemplation, the space encourages slow engagement—guests can infuse a piece of clothing with their chosen scent, transforming the act of sampling into a sensory journey. Two benches provide a place to pause, compare, and reflect, reinforcing the store’s ethos of mindful consumption.
SIMPLICITY’s design for Aesop Hiroshima is more than a retail environment—it’s a meditation on place, materiality, and memory. By weaving together the city’s aquatic rhythms and industrial legacy, the studio has crafted a space that feels both timeless and deeply rooted in its context. For those seeking an immersive retail experience, this store stands as a testament to the power of thoughtful, context-driven design.