Skincare Meets Sci-Fi At Harry Nuriev’s Visionary Augustinus Bader Pop-Up In Paris

German beauty brand Augustinus Bader unveiled a pop-up at its Paris flagship. Designed by Harry Nuriev of Crosby Studios, it adapts a dystopian aesthetic with the brand's signature blue.

  • 6 Nov '24
  • 10:47 am by Simran Almeida

Augustinus Bader, an emerging skincare brand, unveiled a striking new pop-up within its flagship store in Palais-Royal, Paris last month. In collaboration with the acclaimed architect and furniture designer, Harry Nuriev, the redesigned store was revealed to patrons on 20th September. This collaboration embraces the trend of immersive retail, inviting patrons into a futuristic sanctuary where avant-garde design meets radical skincare, creating a transformative experience that emulates the brand’s ethos. As part of this immersive experience, Augustinus Bader is offering a selection of signature expert facial treatments at its Paris pop-up store until December 2024. With its iconic royal blue and Nuriev’s intergalactic touch, this sleek oasis is an elixir of elegance and innovation

Once an austere space with boiserie, gleaming marble floors and exquisite wall scones, the boutique now embraces a dystopian makeover by Harry Nuriev, the founder and creative director of Crosby Studios. Eminent for its space-age aesthetics, this Russia-based design practice has collaborated with iconic brands like Balenciaga, Nike, Dover Street Market and many more projects that embody Nuriev’s visionary, otherworldly style.

 

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The stepped shelves add a touch of irony, as the products become the spectators looking back at the patrons. (Image Credits: Benoit Florencon)

 

Reflecting on the collaboration, Nuriev shares, “I met Charles (CEO of Augustinus Bader) a few years ago and we decided to make something together one day.” Founded by a scientist Professor Augustinus Bader after 30 years of regenerative research, the brand is known for its science-led approach to skin, body and hair care and has since garnered a cult following. 

Into The Dystopian Future

The entrance provides glimpses of the metallic curtains, hinting at the pop-up’s theme. (Image Credits: Benoit Florencon)

 

Nuriev elaborates on the conceptualisation process of the store, stating, “I had to come up with an idea of what AB (Augustinus Bader) retail will look like in future.” Inspired by the symmetry of the heritage structure and the essence of futuristic skincare emulsions, he emphasises, “For me, AB is a very tech-oriented beauty brand. I wanted to respond to it.” A pastel blue door with a glass panel, offering tantalising glimpses of the silver-laced interiors, now amidst the venerable stone walls of the Palais-Royal, marked by a copper sign that reads ‘Augustinus Bader’.

Upon arrival, a plush royal blue deep-pile carpet, dubbed ‘Bader blue’ in homage to the brand’s signature colour, sprawls against exposed alabaster walls, creating a backdrop that, impeccably juxtaposes boldness with subtlety. Metallic accents layer the boutique, transforming it into a futuristic fortress that conjures illusions of shielding the visitors from the rigours of the present world—much like the brand’s iconic product, ‘The Rich Cream.’ These accents manifest as sleek shelves explains Nuriev, “I had one, very simple idea to make the space look like a miniature amphitheatre.” Consequently, these cascading shelves, display the products in blue and copper, seamlessly transitioning into seatings, adorned with metallic cushions and mirrored-topped tables for a surreal vibe.

 

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Left: The deep-pile rug stands as a striking contrast to the metallic accents while exuding a dystopian chic vibe. Right: The seating gleams with mirrored surfaces, an effort to create an illusion of spaciousness. (Image Credits: Benoit Florencon)

 

Further into a treatment room, a dystopian scene from a sci-fi movie comes to life with blue flooring, and an argent treatment chair, evoking an episode from the future. This scene offers captivating glimpses into the 17th-century Palais courtyard, where historic charm is punctuated with contemporary art, creating a palpable sense of contrast while drenching the space in natural light. “The geometry is also in dialogue with the perfect rectangular shape of Palais Royale,” Nuriev notes, underscoring the interplay between history and modernity, that intricately shapes the essence of his work. The room’s cool, ambient lighting heightens the sense of etherealism, while the windows’ natural light, creates a paradox of coolness and warmth.

 

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The appointment room, drenched in natural light, sits behind a grey door, peering at the historic setting outside. (Image Credits: Benoit Florencon)

 

This pop-up, within Augustinus Bader’s flagship store open until January 2025 is a coming together of past and future, culminating into a present that is an exquisite blend of ingenuity and artistic expression. Just as a well-layered skincare routine, Nuriev’s designs intertwine different eras harmoniously, corralling patrons in tranquillity, that mirrors the reflective serenity of an Augustinus Bader regimen, where each step incites a serene moment of musing.