Tom van Staten
The Sanctuary
The Sanctuary is a heartfelt ode to the essence of physical retail and the Australian cosmetics brand Aesop. Here, the concept enhances the delicately crafted store experience, providing it the spaciousness and serenity it deserves while bringing it into the modern age. The concept embodies my vision on retail—a thoughtfully designed space where individuals find connection and where brands strive to do good for the communities they become a part of.
Year
2023
Deliverables
Graphic Design
Spatial Design
Branding
Apps
Adobe Photoshop
Adobe InDesign
Adobe Illustrator
SketchUp
The Concept
The Sanctuary is a large-scale concept for a potential Aesop Flagship Store, exceeding 800m²—twice the size of their current largest store. It unfolds in three distinct acts:
  1. The Emporium
      A reimagining of the traditional Aesop store concept.

  2. The Atheneum
      A café that supports the brand's philanthropic endeavors, offering coffee, tea, pastries, and literary works.

  3. The Thermae
      A spa and retreat environment inspired by ancient Roman bathing houses.
The Design &
Experience Brief
The Design & Experience Brief, an eighty-page document, serves as the foundation upon which store designers build. It is thoughtfully divided into three parts:
  1. Aesop as a Brand
      This section delves into Aesop’s rich history, distinctive products, and design philosophy.

  2. The Store Concept
      Here, the store concept's essence is defined, along with the essential components necessary for its successful realisation.

  3. Requirements
      This section outlines both the functional requirements—such as space, materials, and sustainability—and the emotional considerations, including lighting, music, scent, taste, and employee behaviour.
The Design
Exploration
Spanning a little over twenty pages, the Design Exploration serves as a form of insightful guidance and offers a glimpse into the potential realisations of the brief. It contains visual representations of the three distinct spaces within the store, explores technological applications, and offers inspiration on materials, lighting, spatial arrangements, and music.
Act I
The Emporium
Transforms the Aesop retail experience by using iPads with RFID technology to help customers discover their ideal skincare regimen. A custom app provides detailed information on sizes, usage instructions, ingredients, and complementary products.

Clear and intuitive product displays allow customers to explore independently, catering to the digital-savvy Gen Z demographic and ensuring Aesop's stores remain relevant and engaging.
Act II
The Atheneum
The Atheneum is a café environment centered around Aesop’s philanthropic work through The Aesop Foundation. Designed to inspire visitors to broaden their worldviews, the space offers a curated selection of literary works for reading and hosts events where minority communities can share their stories. Guests can enjoy these enriching experiences while savoring a well-made cup of coffee or tea accompanied by a small pastry.
Act III
The Thermae
The Thermae is a Spa & Retreat Experience brought to the city. Inspired by the bathing houses of the Roman Empire, this unique environment offers visitors a multi-sensory relaxing journey, enhanced by the music, lighting, temperature, and fragrances that Aesop is renowned for.