Sensory Design Applied, Part One: Aesop Pitt Street, Sydney’s Scented Success Story

In a world that often feels like a whirlwind of visual stimuli and digital chatter, there’s an art to standing out, making an impression, and leaving a lasting mark on the senses. This artistry, known as sensory design, is the subject of our exploration today.

Welcome to “Sensory Design Applied.”

We will journey, through spaces and brands that have masterfully harnessed the power of sensory design (intentional or unintentional) to captivate, engage, and resonate with their audience on a profound level.

AESOP. A global brand making waves with its mesmerising concept stores. Exploring the design elements allows us to gain a deeper understanding of why it is so important to use sensory design and this is one of the best contemporary retail examples.

The Pitt St, Sydney Aesop store, exudes calm, an escape from the busy energy of the outside city.

Aesop, Pitt St in Sydney. Design & source, Sn⌀hetta. Photography, Peter Bennetts

One of the most remarkable features of this sensory space is its purposeful entrance. It’s not merely a doorway; it’s a transitional space, carefully designed to allow customers to decompress and shed the stresses of the outside world before immersing themselves in Aesop’s world of beauty and well-being.
Form and flow are pivotal in this sensory narrative. The store’s layout and design are a testament to the meticulous consideration of how customers move through the space, as it promotes the concept of slowing down and browsing.

As you explore further, you’ll notice the extensive use of textures and a tonal grey palette that blanket the space. This deliberate choice in colour and materials serves a dual purpose. Firstly, it acts as a calming, neutral canvas, allowing your other senses to take center stage, in this case, smell and touch. Secondly, it complements the brand’s aesthetic, reinforcing its commitment to nature and natural materials.

Inside Aesop Pitt St, Sydney. Design & source, Sn⌀hetta. Photography, Peter Bennetts.

The ambiance is carefully curated to guide visitors on a journey. As you navigate the store, you’ll notice the gentle, almost ethereal illumination. Glowing light softly caresses the products on display, drawing your attention without overpowering or distracting from the overall atmosphere.
But it’s not just about the ode to products or the architecture; it’s about the feelings and emotions that the space evokes. The subdued lighting in this sensory oasis is intentional. It encourages a sense of tranquility and reflection, allowing you to engage with the products at your own pace and on your terms.

You’ve already had such a different and pleasurable experience, what else could there possibly be to engage you further?

My favorite part of the store has arrived—the Sensorium. As pictured below, it’s not just a room; it’s a space within a space, an organically formed enclave meticulously designed to transport you deeper into Aesop’s captivating narrative. But it’s not just about storytelling; it’s about a sensory revelation waiting to unfold.

Source, Yellowtrace. Design, Sn⌀hetta. Photography, Peter Bennetts.

Step inside, and you’ll find that the Sensorium isn’t just a place; it’s an experience. Here, scent takes on a new dimension, a journey that goes beyond the ordinary. It’s a room intentionally designed to unveil your unique personality through the medium of scent.

As you explore this enchanting space with your very own consultant, you’ll discover an array of fragrances, each carefully selected to evoke different emotions and memories. Your chosen scent can then be applied to your outerwear, by placing garments into the Armoire; an infusing chamber.

Now if that isn’t an experience, I don’t what is! The sensorium is a testament to the artistry of sensory design, where every corner and every detail, whispers the same message: sensory design isn’t just about what you see; it’s about what you feel, what you smell, and ultimately, who you become.

Look out for more ‘Sensory Design Applied’ stories on the blog page..