Aesop James Street in Fortitude Valley: Where Art Meets Innovation in Retail

Aesop James Street
Photo Credit: Aesop Fortitude Valley

In a vibrant corner of Fortitude Valley, there’s a special place that goes beyond your regular retail shop. The Aesop store on James Street is one-of-a-kind, blending art, innovation, and nature that shoppers will not want to miss.



The decor and layout of the store is truly amazing, blurring the lines between indoors and outdoors. Aesop James Street tapped March Studio, a famous design team, to work on the place and they used a special material called fibreglass that’s known for its translucency and versatility.

This store marks a significant milestone as the 17th completed project for the acclaimed design firm.

Aesop James Street
Photo Credit: March Studio for Aesop in Fortitude Valley

Beyond its aesthetic appeal, the choice of fibreglass pays homage to Queensland’s outdoor lifestyle, where activities like kayaking and surfing are part of the cultural fabric. As a result, the store radiates an ethereal, light-filled ambiance that beckons passersby, inviting them to step inside and explore. When you step inside, you’ll feel like you’re in a dreamy, light-filled space. 

Photo Credit: March Studio for Aesop in Fortitude Valley

The design team had to work with fibreglass sheets that could only bend in one direction. But this limitation turned into something cool. The store’s shape is like the horn of a phonograph, and the sound inside travels out to James Street, making it sound unique.

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Aesop James Street
Photo Credit: March Studio for Aesop in Fortitude Valley

The team also thought of the store as a separate structure that fits inside. This way, it could have a special area for trying out products and divide the floor into two back areas and an enticing window display. 

Aesop James Street
Photo Credit: March Studio for Aesop in Fortitude Valley

The inspiration for this design came from the imagery of upturned fibreglass swimming pools, which not only influenced the fluid form of the structure but also the choice of material: fibreglass itself.



Aesop James Street in Fortitude Valley is more than a place to shop; it’s a showcase of innovative design, creative problem-solving, and the power of architecture to transform spaces. It shows how form and function can come together, making it an architectural wonder that will captivate visitors for years to come.

Published 12-Jan-2024