Aesop. A brand that just gets it.
If visiting a city with an Aesop store, it's a must see if you into interior design. The brand enlists local architects and designers to create a location-inspired response to the brand experince, therefore no two stores are alike. The concept feels 'scientific laboratory meets art installation'. For me, visiting these high end boutiques have become a 'collectors item', and has opened my eyes to shopfitting and retail design.
Another highlight is the customer experience. Wall mounted samples, often attached to the store exterior, are an interactive and inviting method of engaging crowds. Large statement washing stations, usually taking centre stage in the space, symbolic of the brands core values. An assistant will expertly guide you with their knowledge of ingredients - the service, along with washing your hands feels nurturing and maternal.
When we look at the design of Aesops bottles and containers, thoughts that spring to mind are: timeless graphics, androgynous promotional material and honest labelling information. The Aesop bottle looks effortlessly cool.
One of Aesops marketing tools is to strategically place their products in high end interiors, capitalising on its appearance within a space. Their products appear on marketing materials for some of the most luxurious interiors and hotels in the world, enhancing brand perception. Placing the prestigious Aesop bottle beside your kitchen sink states to the world; attention to design should span from choice of cabinetry right down to your everyday cleaning products. This clever marketing sways consumers to look beyond utilitarian purpose to achieve the 'look'. Their evolving stores cleverly demonstrate that theyve designed a product that is a versatile response to any interior setting.
Comments