“In a distinctly local approach, the project reuses KM0 stones from the Montjuïc quarry that have withstood the test of time, aiming to push back against the influence of globalization on the retail sector.” – Mesura
In Barcelona’s iconic Avinguda Diagonal, Aesop’s new store emerges as a testament to thoughtful design, intertwining identity, sustainability, and artistry. Created by Mesura, the project goes beyond retail, offering a space deeply rooted in the cultural and material essence of the city.
The store’s foundation is built on a distinctly local approach; the reuse of KM0 Montjuïc stone, a material significant to Barcelona’s architectural history. This stone, no longer quarried, has been salvaged from demolished buildings, giving the project a poetic quality. Each stone embodies stories of the past, transformed into a new narrative of craftsmanship and purpose.
Aesop’s vision for a social, timeless, and local space was complemented by Mesura’s addition of sustainability as a guiding principle. The design process began unconventionally; driven by the materials themselves. After an extensive search, the team partnered with the Barbany family, stonemasons with a 130-year legacy of working with Montjuïc stone. Their collection of salvaged fragments became the foundation of the project.
The centerpiece of the store is a sculptural sink installation, where the ritual of water takes place. This element, assembled from 78 cataloged stones, underwent a unique process Mesura calls Creative Anastylosis. Inspired by the reconstruction of ancient monuments, this method inverts the design process, starting with existing materials and reshaping them into something entirely new.
The store’s aesthetic emphasizes contrast and harmony. Neutral stucco walls and sleek floors create a serene backdrop for the tactile beauty of the stonework. Stainless steel elements adds modernity, balancing the space’s historical references with contemporary functionality.
More than a showcase of sustainable design, Aesop Diagonal challenges the homogenization of global retail spaces. By embracing materials tied to Barcelona’s history and collaborating with local artisans, the store becomes a celebration of identity and place. The project also acknowledges its own impermanence: if the store ever closes, the stones will be returned to the Barbany family, preserving their legacy.
Aesop Avinguda Diagonal is a space that transcends trends. It captures the spirit of Barcelona—its Genius Loci—through a cycle of preservation, reuse, and reinvention. In doing so, it offers a meaningful alternative to the disposable nature of modern retail design, reminding us of the beauty in what endures.
.avif)
In Barcelona’s iconic Avinguda Diagonal, Aesop’s new store emerges as a testament to thoughtful design, intertwining identity, sustainability, and artistry. Created by Mesura, the project goes beyond retail, offering a space deeply rooted in the cultural and material essence of the city.
The store’s foundation is built on a distinctly local approach; the reuse of KM0 Montjuïc stone, a material significant to Barcelona’s architectural history. This stone, no longer quarried, has been salvaged from demolished buildings, giving the project a poetic quality. Each stone embodies stories of the past, transformed into a new narrative of craftsmanship and purpose.
Aesop’s vision for a social, timeless, and local space was complemented by Mesura’s addition of sustainability as a guiding principle. The design process began unconventionally; driven by the materials themselves. After an extensive search, the team partnered with the Barbany family, stonemasons with a 130-year legacy of working with Montjuïc stone. Their collection of salvaged fragments became the foundation of the project.
The centerpiece of the store is a sculptural sink installation, where the ritual of water takes place. This element, assembled from 78 cataloged stones, underwent a unique process Mesura calls Creative Anastylosis. Inspired by the reconstruction of ancient monuments, this method inverts the design process, starting with existing materials and reshaping them into something entirely new.
The store’s aesthetic emphasizes contrast and harmony. Neutral stucco walls and sleek floors create a serene backdrop for the tactile beauty of the stonework. Stainless steel elements adds modernity, balancing the space’s historical references with contemporary functionality.
More than a showcase of sustainable design, Aesop Diagonal challenges the homogenization of global retail spaces. By embracing materials tied to Barcelona’s history and collaborating with local artisans, the store becomes a celebration of identity and place. The project also acknowledges its own impermanence: if the store ever closes, the stones will be returned to the Barbany family, preserving their legacy.
Aesop Avinguda Diagonal is a space that transcends trends. It captures the spirit of Barcelona—its Genius Loci—through a cycle of preservation, reuse, and reinvention. In doing so, it offers a meaningful alternative to the disposable nature of modern retail design, reminding us of the beauty in what endures.
