Sofie Brünner I always make sure to visit the local Aesop stores when traveling to a new city, as they never fail to inspire. The recent one in Lyon, France designed by Nicholas Schuybroek, is no exception - refined detailing, playful use of materials, and highly conceptual.

NICKLAS HULTMAN This is a brilliant example where nature becomes both the destination and the proof of a brand’s values.

Koyia pushes nature-driven luxury to a new frontier by placing the brand experience directly in the environment that inspires it. Their pop-up store has no physical address - only coordinates to guide you there: 57°16'08.3"N 14°10'45.6"E. In the perfumery deep in the woods, the brand offers two fragrances, Wood and Pine, crafted from pure forest ingredients and essential oils - toxin-free by design. And now to the real value shift: instead of paying in SEK (Swedish kronor), visitors pay with 599 SEC, seconds of presence. A ritual of slowing down, breathing in, and letting the forest amplify the product story. Koyia shows how brands can move beyond selling products to offering a meaningful pause in a distracted world.