The skincare brand takes part in the FuoriSalone 2024 with activations spread across the city and a site-specific installation designed by Nicolas Schuybroek, that can be visited in-store

The installation, titled Form follows formulation, is evocative of the minimalist designs of the 1960s and 1970s, which tells, in an essential way, the design principles of Aesop.

Just like the formulations that line its shelves, Aesop's approach to design is characterised by its distinct lack of superfluity and a focus on efficacious ingredients, considerately blended.

On the occasion of the FuoriSalone 2024, from 16 to 21 April, this multisensorial installation by Nicolas Schuybroek will be placed in the new store in Piazza Cordusio.

Form follows formulation: the Aesop installation in Piazza Cordusio

Minimalist in style, just like the packaging of Aesop products, the work is indeed inspired by the Arte Povera movement from the late 1960s and 1970s, which has inspired Schuybroek's creative practice for many years.

The structure of Form follows formulations is simply made up, in fact, of Aesop products proposed in a row, which are evocative of Superstudio's iconic monochromatic grid structures of the Seventies.

Aesop Creative Director Aï Kato explains: 'Form follows formulation is a holistic expression of Aesop. It brings together our reverence for design with our desire to elevate mundane acts like handwashing or moisturising into something exceptional and even fun. But above all it is a celebration of what has supported and inspired us for thirty-eight years: our product.’

As in many of his works, here too Schuybroek explores unconventional methods of construction with an everyday material.

Inside the assembly, small rectangular cavities are created by removing the soap bars, generating portals through which to enter — via a series of films — the sensorial world of Aesop's products.

Each element is supported by a slender wooden structure that can be easily dismantled and reused in different places at the end of the fair.

‘The Soap Opera’ facial demonstration at Aesop Milano

This soap opera — of sorts — is a ‘FuoriSalone not to be missed event’: in Aesop’s new store near Piazza Cordusio, an expert professional performs a performative and informative treatment every day at 5.55pm for the entire duration of the Design Week.

Choreographed movements combined with an otherworldly voice narrating Aesop’s approach to self-care, the science of the skin and the importance of the senses.