Aesop Bondi Junction Signature Store

AESOP BONDI JUNCTION SIGNATURE STORE A FOND TRIBUTE TO POST-WAR SUBURBIA Abstract Celebrating the beauty of incompleteness, the store design intended to retain the construction framework as incomplete and exposed the raw pine structure surface. The raw pine wood framework resonates the most abundant and standard housing framing construction method in the post-war era, especially in suburb Australia. The contrast of exposing the raw material and the seemingly incomplete construction status in a refined shopping mall context signifies our intention to trigger participation beyond typical retail experiences. The design also applies many generic domestic items from a typical housing in the 60s and 70s to the key retail components such as sink and taps to echo the exposed framing structure and the concept. It helps to create an environment which allows the audience to have a sense of Deja Vu from their own past. Spatial Design The store is located in the Westfield Bondi Junction in Sydney and is only 30 minutes away from the Bondi Beach. Space is divided into different zones including the reception foyer, Front of House, the primary Back of House and the secondary Back of House for stocking. The generous reception foyer, featuring a carefully-selected vintage sofa and lighting design, is unusual for retail store design, yet helps to prepare the visitors to engage in a different experience; and at the same time, provides the dance floor for staff to interact and greet the visitors. The entire shop front is formed purely by the exposed Pine stud framing and glazing to create the desired domestic image. It stimulates explorations and several other key materials are applied to enhance this concept. Plastic laminate is used for the countertops for all the islands with the stainless steel trims; Marmoleum Vinyl Flooring tile is used for the flooring, and Venetian blinds mechanism is integrated into the shop front. All these materials and elements have been the most common features in the household design since the 60s. Some mindfully-selected everyday items from the 60s are placed in the store, such as ceramic coffee mugs, stainless steel kitchen basin and plastic door handles to whimsically contrast the typical retail store selections and align with the overall image. Behind the Scene The contrasting domestic design intention requires a different approach for detailing and tectonic articulation to fulfil the retail requirements. We have to be very careful and sensitive in dimensions and spacing of each component as most of them are exposed without some sophisticated details which were not common in the generic domestic design in the 60s. The key materials of the store are pine panels and studs. We use those that are easily available in the hardware store to minimize the cost in customization and align with the concept. Their arrangements are meticulously calibrated to ensure the aesthetic effect and clarity. Mockups are made to test the constructability, stability, durability and efficiency of the design. Beyond the Store The design reminds us of the comedy movie “Mon Oncle” by the French filmmaker Jacques Tati in 1958, in which each element of Villa Arpel is stylistically-, rather than functionally-, designed, creating an environment completely indifferent to the comfort, or the lack of comfort, of its occupants. It questions the dedication to superficial and impractical aesthetics and electrical gadgets over the necessities of daily living. The design would like to take the similar humorous, witty and contrasting approach to trigger questions and deeper thoughts through reiterating the common image of everyday domestic lives of the 60s in the modern high-end shopping mall context. The intention of stimulating the memory which is shared among the audiences can bring about the sense of belonging and deeper connections to space. This unusual shopping experience is beyond physical enjoyment, which encourages more profound interaction and discussion among people.