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Example of jazz musical notation
that inspired the shelving design.

Shop interior.

architect, usually from the immediate area, is commissioned to lined with translucent drum skins of handmade paper. The backlit
draw design inspiration from the surrounding physical, social, and drum skins and metal shelves together form a linear, rhythmic pattern
aesthetic landscapes. intended to suggest a musical staff. Precisely placed bottles and
The Aesop “Taxonomy of Design” microsite pays lyric tribute jars—all in Aesop’s signature amber glass—punctuate the lines and
to the creative process, materials, and designers that shape the spaces of the staff almost like musical notes on a score. The architect
company’s retail spaces, and quotes legendary artists, poets, and points out that the drum skins inserted within the shelving are
philosophers on the nature of beauty and its role in our lives. positioned to evoke the kinetic gestures of jazz artists who were
While one might cast a jaundiced eye on such odes to art in most not able to read or write music in the conventional sense. The
commercial ventures, in this case, Aesop actually “walks the walk.” gleam of brass, the gently lit drum skins, and dark amber glass
Each store is uniquely inventive, reflects the work of a serious infuse the shop with a soothing glow.
architect, and employs best-quality materials. All Aesop stores have some variant of a freestanding sink
“I knew right away we hit the nail on the head,” said architect for use in product demonstration. In Jameson’s interior, a large
David Jameson, FAIA, recalling the reaction his design submission Japanese oak case stained black and containing a dark steel
received from his Aesop clients in Melbourne. He explained that, as basin with antique water taps commands the center of the space.
it does with each new retail outlet, the Aesop team invited proposals Floors of polished grey concrete and hand-plastered walls in the
from architects for its new store in Shaw, the go-to destination for same color provide a muted backdrop to showcase Aesop’s skin
DC’s trend-setting millennials. The architect Aesop selected would care products, and a high-design lounge chair completes the
have to produce a clean, modern design that captured the distinctive minimalist design. The resulting aura is one of serene respite
spirit of this part of the city. and pharmaceutical cleanliness.
“I really wanted to drill into the DNA of Shaw’s African- “Aesop was such an interesting client,” Jameson reported.
American musical history for this project,” said Jameson. He noted “They gave me a very limited brief, mostly just outlining the
that from the early part of the 20th century, the Dunbar, Lincoln, and required amount of product display space. Beyond that, I had free
Howard theaters were the soul of musical creativity in Washington, rein. They understood that material authenticity has to resonate
where jazz greats such as Duke Ellington, Ella Fitzgerald, Billie throughout the project.” The high quality and no-expense-spared
Holiday, and Louis Armstrong performed. In his design Jameson materials that customers see in the store assure them of the integrity
sought to evoke the jazz music of the past as well as the musical of the products on sale.
tradition that continues today in nearby venues such as the 9:30 And to the great satisfaction to Jameson, Aesop is a stickler for
Club, the Black Cat, and U Street Music Hall. maintaining the pristine order of its retail interiors. “They keep the
In Jameson’s design, the interior is framed by clear-coated space so serene nothing is ever allowed to screw up your design.”
brass shelving that hints at jazz-age saxophones and trumpets,

94 AESOP’S FABULOUS