AESOP: I recently read an essay about Aesop, and how the brand has used the retail space to bring communities together, with many stores including “writing-rooms and hosting spaces, where intimate gatherings are held to discuss art, literature, or food. For example, in the Richmond, London, store, they host intimate customer dinners.”
I think this is a great example of a brand that has successfully utilised the retail space to do more than just sell products, attracting new costumers by organising different events aimed at truly connecting with their communities.
In fact, “Many researchers assert that in an increasingly competitive and digitalized business environment, retailers must offer memorable customer experiences to drive differentiation and amplify their brand (Brakus, Schmitt, and Zarantonello 2009; Iglesias, Markovic and Rialp 2018; Pine and Gilmore 1998).”
Alexander, Bethan, and Mirsini Trigoni “Sensory Brand Experiences the Aesop Way.” Bloomsbury Fashion Business Cases. London: Bloomsbury Academic, 2019. Bloomsbury Fashion Central. Web. 25 May 2022. <http:// dx.doi.org/10.5040/9781350996014.0005
ANTHROPOLOGIE: Another good example. Possibly one of my favourite stores in London. There’s something about it, the chill atmosphere, boho chich vibes, wooden floors and ivy-covered walls…
If I could design my ideal space, I would probably incorporate some of those elements to recreate that same warm, welcoming atmosphere. Lots of flowers and plants for sure.
Some key elements (from an interview with Kristin Norris, CCO):
- each store has a unique design
- natural light and spatial hierarchy
- aesthetic of their stores often inspired by the local culture
- built on storytelling (with windows acting as the introduction)
from Brand Spaces