why did Aesop open the pop-up in ‘Buam-dong’ instead of ‘Seongsu-dong’?

scent, become a star: above Us, Stéora

the name of this new product means “stars above us. perfumer Celine Varel recalled the starlight twinkling from the shards of broken Aesop bottles that adorned the ceiling of the Aesop store in Melbourne, and translated that moment into a scent. opening with spicy cardamom and finishing with the soft lingering notes of vanilla bean, the scent leaves a short but deep lingering impression, like a shooting star streaking across the night sky.

a Journey to the Invisible World at Buam-dong Hanok

aesop chose a hanok in Buam-dong as a space to experience the abstract inspiration of “starlight” with all five senses. The pop-up was designed to be more than just a place to try the scents, but a journey into the unknown, following the narrative of the fragrances. the small number of reservations allows for full immersion in the program.

experience the narrative of incense in a hanok

1. a journey that begins with the senseof taste: The journey begins with a cup of bitter tea and the question, “Can we believe in the invisible world?”
2. a tactile and olfactory experience: listen to a guided reading, touch the raw materials of the incense, such as cardamom and frankincense, and dive deep into the world of scent through a scented cloth.
3. the experience is complete with visuals: it’s not until you reach the final space that you realize why you chose Buam-dong. beyond the 180-year-old house that was moved from Daegu, the scenery of Inwangsan Mountain unfolds like a folding screen, and you can observe the stars in the night sky through a real telescope. sitting in the great hall and contemplating the lingering scent of the incense is a highlight of the pop-up.

aesop has always chosen locations that best capture the brand’s philosophy, and this pop-up in Buam-dong proves that the tranquil neighborhood of Buam-dong was the perfect place to showcase the serene and contemplative atmosphere of Above Earth, Styora, rather than the bustling city center. if you’re looking for a deeper experience of exploring your inner self through scent, rather than chasing speed and fashion, this pop-up is not to be missed.

frequently asked questions (FAQ)

Q. how can I book an Aesop pop-up?

A. The pop-ups are 100% pre-booked and are available through Naver Reservations. due to the limited number of visitors, competition for reservations can be fierce, so we recommend checking Aesop’s official channels to see when reservations open.

Q. will I be able to purchase products at the pop-up?

A. Yes, you can purchase various Aesop products, including the new ‘Above Earth, Stella’ Eau de Parfum, directly on site.

Q. is parking available?

A. No, we do not have a separate parking space. Buam-dong alley is very narrow, so we strongly recommend taking public transportation or using a nearby paid parking lot.