Hello, so you've found the way to Be. In short, I tell stories through bespoke design. I work on all sorts of projects. Everything from print to web to apps - all different places to tell unique stories. The Way to Be is both a concept and a way of life. It's a collection of initiatives which explore all things creative.

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Introducing Aesop on rue Saint-Honoré

Finally, the long wait is over! Here is a glimpse into the new Aesop store, which just opened it’s doors to the public last week. It’s located on Rue Saint Honore, in the historical part of Paris.

What makes each Aesop store unique is that it responds to the geographical location it’s situated in. In this case, the inspiration was from a Parisian parquetry floor. Parquetry is a geometric mosaic of wood pieces used for decorative effect. - Wikipedia

The mastermind behind this design is Australian-based architectural and design practice, March Studio. The wood they have used for the new store is Victorian ash (from the eucalyptus family), an Australian grown renewable timber, which was hand-cut into about 3500 pieces before being sealed, numbered to meticulous plans and then sent off in shipping creates to be built in Paris. - watoday.domain.com.au

The design of the store actually reminded me of M.C. Escher’s ‘Impossible Structures’, in the respect that it could make you question which way is up because the floor, walls and ceiling are all the same material.

My favourite aspect about the design are the walls. To some, the composition of the planks may appear random but the reality is, all the planks have been carefully orchestrated.

I like the way March Studio have looked at using the material in a different way. Parquetry is conventionally a flat wood inlay used for floors, here they have challenged the idea by utilizing it for the walls and the ceiling as well.

By exposing the sides of the wood, it displays the lovely detail of the grains that would normally be hidden. The intricate lines of the grain subtly breaks the strong linear forms created by the planks of wood and the packaging labels.

This design is quite similar to Aesop’s Flinders Lane store in Melbourne, which is made of cardboard boxes, also designed by March Studio. It displays a good level of understanding and respect towards the materials they have used and the application of it. Not to mention it reflects the ethos of the Aesop brand: simplicity, integrity and authenticity.

Special thanks to Aesop for supplying the photographs! Photography by Louis Baquiast.


  1. Claire

    Yay, you found pics! It looks amazing :-)

  2. Stephanie Durand

    Amazing wall design, I love it…

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