Building with the essence of a brand, using 6,000 bars of soap to shape the walls of a large container, was the idea carried out last April as the presentation of the latest store of the Australian brand Aesop, located in Piazza Cordusio in Milan, executed by the Belgian architect Nicolas Schuybroek.

The temporary proposal presented at Salone del Mobile in Milan was the result of a fruitful dialogue between the architect Nicolas Schuybroek and the artistic director of the brand, Ai Kato, to achieve one of the premises of modern architecture, with a slight variation, changing form follows function, to "form follows formulation" the title with which the work was presented.

Nicolas Schuybroek's project transformed the store days before its official opening on May 5 into a work of sensorial art, feeling through smell, using Aesop bar soaps as the main material, to create a sensual envelope of aromatic walls. A minimalist idea that has been combined with the brand's philosophy for 37 years.

This scenography focuses on self-care, skin science and the importance of the senses, with a particular emphasis on touch. A space that invites the customer to participate by letting themselves go when lying down on a rectangular surface, a performative act intoxicated by aromas, that were repeated every day at 5:55 a.m. between April 16 and 21.

Aesop in Milan by Nicolas Schuybroek. Romain Laprade, courtesy of Aesop
Aesop in Milan by Nicolas Schuybroek. Photograph by Romain Laprade, courtesy of Aesop. 

"The Arte Povera movement from the late 60s and 70s inspires the scenography. This movement has inspired my practice for many years and shaped the basis of this project for Aesop, known for its minimalist packaging." 

Nicolas Schuybroek

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Architects
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Client
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Dates
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Instalation.- 16-21 April, 2024. Opening.- 5 May 2024.

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Location
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Piazza Cordusio 2, Unit 4 (Duomo). 20123 - Milan, Italy.

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Photography
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Nicolas Schuybroek was born in 1981 and raised in Brussels. Having been educated in English, French and Dutch-speaking schools, he is perfectly tri-lingual and is used to working in those three languages. His multicultural background and extensive travel nourish his work with a broad and international perspective.

In 2011, Nicolas Schuybroek started his practice based in Brussels, Belgium, with a well-defined purpose: create and produce architecture, interiors and objects characterized by an acute sense of detail, craftsmanship and intuition, while retaining warmth. The search for timeless minimalism and apparent simplicity are central in his work as the love of frank, tactile and raw materials. There’s no straining for effect in his work—just a muted elegance.

As his practice develops, his projects are as diverse in geography and type as in scale. They range from renovations, new-builts and interior design of residential projects, offices, hotels, and retail spaces to the design of objects. Examples of his projects include houses on the Cote d’Azur (France), Mexico City, the Robey hotel for Grupo Habita in Chicago (USA), Tribu’s office and showroom in Belgium and Aesop's flagship store in Lyon, France. They have demonstrated a considered approach to understanding each need, both in terms of exterior and interior architecture and design. In 2016, Nicolas Schuybroek developed the first series of objects for the Belgian brand when object work was presented at the Milan Furniture Fair. During Salone del Mobile 2022 in Milan, Nicolas Schuybroek showcased a new series of objects for when objects work and premiered a Signature Kitchen for Obumex.

Currently, Nicolas Schuybroek is working on large-scale new-built houses, and residential, commercial and art-related projects in Belgium, France, the Netherlands, the UAE, the USA, Taiwan, the UK, South Korea and Indonesia.

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Published on: August 2, 2024
Cite: "6,000 sensory triggers. Aesop store in Milan by Nicolas Schuybroek" METALOCUS. Accessed
<http://www.metalocus.es/en/news/6000-sensory-triggers-aesop-store-milan-nicolas-schuybroek> ISSN 1139-6415
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