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Aesop Diagonal

Mesura

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Main Entrance - Maxime Delvaux
Customer Testing Area - Maxime Delvaux
Street View - Maxime Delvaux
Main Entrance - Maxime Delvaux

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Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Single-Brand Store
8.97
8.40
9.06
8.70
8.78
Arthur Guimarães
Arthur Guimarães Chief Executive Officer at Arthur Guimarães Architects
Interesting use of natural material...
9
8.5
9.5
9
9
Mark Eric Magno
Mark Eric Magno Principal at Aedas Interiors
A highly creative use of discarded...
9.5
8.5
9.2
8.8
9
Jessica Adkins
Jessica Adkins Brand Experience Design Lead Europe at M Moser Associates
9.5
8.8
9.5
9
9.2
Josse Popma
Josse Popma Partner at Popma ter Steege Architects
Great concept, beautifull arrangeme...
8
8
9
8
8.25
Mariana Schimidt
Mariana Schimidt Founder at MNMA studio
exceptional project!...
10
10
10
10
10
Wenqing Zhou
Wenqing Zhou Founder at Add Culture & Creative Development
8.5
8.5
8.5
9
8.63
Xuechen Chen
Xuechen Chen Architectural Designer at X.C Studio
The project demonstrates an innovat...
9.5
8.5
9
9
9
Zizhao Li
Zizhao Li Cofounder and Chief Designer at DSC · Design
Fantastic idea of this project!...
9
9
9
9
9
Burton Baldridge
Burton Baldridge Founder at Baldridge Architects
9
8
9
8
8.5
Serhii Makhno
Serhii Makhno Founder at MAKHNO Studio
9
9
9
8
8.75
Mike McGirr
Mike McGirr Managing Partner and Design Principal at red design
7.56
8.01
8.54
8.63
8.19
Pooja Shah-Mulani
Pooja Shah-Mulani Partner and Design Director at LW Design
9
8
9
8
8.5
Suvi Saloniemi
Suvi Saloniemi Head of Exhibitions at Finnish Museum of Architecture and Design Museum
9
7
10
8
8.5
Katie Mitchell
Katie Mitchell Managing Director at Seen Studios
9
8
9
9
8.75
Harkaran Singh Boparai
Harkaran Singh Boparai Founder at Space 5
8.5
8
9
8.5
8.5
Yan Zhang
Yan Zhang Cofounder at say architects
8.47
8.37
8.37
8.06
8.32
Jianan Shan
Jianan Shan Cofounder at say architects
8.89
8.06
7.44
8.58
8.24
Anna Gitelman
Anna Gitelman Associate Professor at Suffolk University
It is an amazing story of repurposi...
10
9
10
10
9.75
Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
GRAND JURY VOTES
Shortlisted - Single-Brand Store of the Year
9.02
8.52
9.24
8.79
8.89
Christopher Lye
Christopher Lye Principal at Woods Bagot
Great use of material to express lo...
9.15
8.4
9.78
8.94
9.07
Leendert Tange
Leendert Tange Creative Partner at Storeage-Group
Deceivingly simply, exceptionally b...
9
8.5
9.25
8.7
8.86
Anette Skeie
Anette Skeie Head of Design at Norco Interior
Love how the combination of the old...
9
8.5
9.06
8.7
8.82
John Naranjo
John Naranjo Creative Director at Arcadis - Callison RTKL
Great curated use of raw and layere...
8.97
8.4
9.06
8.7
8.78
Torquil McIntosh
Torquil McIntosh Cofounder at Sybarite
8.97
8.8
9.06
8.9
8.93
Designer
Client
Aesop
Floor area
140 ㎡
Completion
2024
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Creative anastylosis: this is the term we developed while working on Aesop's Avinguda Diagonal store in Barcelona. Anastylosis is a term that describes the architectural conservation of ancient monuments by reassembling their original pieces as precisely as possible; “creative” because the purpose in this case was not to reconstruct but to craft a new structure from discarded stone. In this way, the conventional design process was reversed—instead of starting with an imagined form and materialising it, we started with materials and reimagined what they could become.

With the intention of reusing local materials, we approached the Barbany family of master stonemasons, who have worked on the city’s edifices and monuments for more than 130 years. Many of these buildings are made of Montjuïc stone, which was extracted from the eponymous mountain just outside of Barcelona from the sixth century BC until the twentieth century and is renowned for its strength and exquisite colouring. As luck would have it, Barbany artesans had been storing remnants of the rock from demolished nineteenth century buildings in a defunct quarry for years. We conducted pseudo archeology, discovering, under wild vegetation, pieces from Gothic quarter buildings, ancient fountains, arcades and plinths. Seventy-eight of these shards, carefully catalogued and assembled, now make up the installation within Aesop Diagonal.

The project gives prominence to the creamy, sedimentary rock that supports the exploration of Aesop's unconventional formulations. The shell of the space is cast in textured stucco that resonates with the blocks’ warmth, while stainless steel shelves, taps and other functional fixtures bring a cool precision to the gestural forms. At the basins—wells hewn into the found Montjuïc chunks—customers can encounter formulations best suited to their individual needs. In the depths of the store, an expansive, custom-made sofa recalls the stacking of un-carved boulders. Customers are invited to repose on the distinctly soft surface and contemplate the contrasts of density and delicacy, memory and futurity, that this store holds in astonishing equilibrium.