The Soulhaus
Category: Spaces

Aesthetics Studio Founder Victoria Adesanmi Dreams Up a Future Marrakesh, Morocco Aēsop Store Location, Using AI

Victoria Adesanmi used AI to develop her own interpretation of an Aēsop concept store in Marrakesh, Morocco that blends the city’s essence with the iconic skincare brand’s identity.

Since 1987, Aēsop has become a globally renowned brand for their vegan skin, hair, and body care products. The Melbourne, Australia based company’s signature amber bottles seen in retail and beauty spaces, as well as in hotels and resorts, have become synonymous with luxury. With a global footprint of over 395 locations, Aēsop extends their ethos through boutiques uniquely designed by renowned architects and designers such as Torafu Architects, Schemata, and Paulo Mendes da Rocha.

“Our intention is to weave ourselves into the fabric of place and add something of merit rather than impose a discordant presence, and our consistent practice to use a locally relevant design vocabulary,” shares Aēsop, reflecting on their philosophy on store design.

Victoria Adesanmi, founder of Aesthetics Studio, a principal designer, and a lover of Aēsop’s brand identity, took to AI, creating her interpretation of a new store in Marrakesh, Morocco.

The result of Adesanmi’s AI experimentation is a concept store that blends the essence of Marrakesh with Aēsop’s brand identity. The space features a textured, traditional tadelakt plastering technique with intricate geometric patterns inspired by traditional Moroccan zellige tilework. The interior layout is kept minimalistic, with warm clay accents and a color palette of earthy tones. The focal points of the store are sprawling native trees that feel uninterrupted by its surroundings. Central hand-carved wood display tables serve as the catalyst for customers to engage with Aēsop’s products and in intellectual dialogue with store staff. 

“I wanted to create a space that felt authentic to Morocco while still embodying the essence of Aesop’s brand identity. The use of natural materials and warm tones creates a sense of calm and relaxation, which aligns with the brand’s focus on self-care and wellness,” shares Adesanmi.

The concept store showcases the potential for AI to be used as a tool for retail design exploration.