Behind the Aesop Aesthetic: A Retail Tour of 4 Unique Store Designs
Portland, Oregon and Seattle, Washington are some of the biggest retail experience hubs on the West Coast. Our principal designer packed her bags and went on a Retail Tour of the most iconic stores to see what makes these retail experiences successful. In this article, we will take you through a retail tour of 4 different Aesop stores and share what makes each location unique, yet similar.
About Aesop Our Retail Tour
Aesop is an Australian luxury cosmetics brand specializing in skincare, haircare, and fragrance products. Each of Aesop’s stores is designed to be a unique celebration of the community where the store is located as well as the architects and the designers that worked on the space. With over 235 retail spaces globally, we thought it was only fit to explore the designs of four separate locations. On our retail tour, we visited the following locations: NW 23rd Avenue in Portland, West End Portland, Capital Hill Seattle, and University Village in Seattle.
Retail Tour Continuity
Even though Aesop is known for its variable creative direction between stores, one thing that Aesop did not switch up was the luxury retail experience it offers to its customers. The care and attention that is given to each location is outstanding.
The VIP Experience
Each location is well staffed with 2-3 people in a relatively small space, giving personalized attention to each customer who walks in. The first interaction that sales associates have with guests is offering them a hot tea or fruit-infused water specifically chosen for that location. This takes the edge off as the customer feels immediately at ease and the sales associates have a natural segway to sharing information about the store.
Product Stroy-telling
Every Aesop location has a centralized island with a sink that invites users to engage with their products. Each product is displayed with plenty of room, not afraid to take up space, and is treated incredibly preciously to showcase its high value. Furthermore, each location’s exteriors are understated, while the interiors are immaculate, acting as a visual treat. This visual metaphor strengthens the story of the value of the product within each bottle.
Location Individuality
Each store is incredibly localized to the community it is in. From the materials to specialized drinks, the details of localization are above and beyond any other shopping experience. Learn about what made each location stand apart from its sister stores.
Aesop West End Portland
Aesop West End speaks to the industrial roots of the neighborhood this space is located from first impression due to the Shou-shugi ban Douglas fir interiors. The antique sink that is the hub of the space boasts the story of longevity and acts as the gathering point for customers to test products. One of the more fun aspects of this location is that it is on a busy corner and has some of the best people-watching in Portland.
Aesop NW 23rd Avenue Portland
Aesop NW 23rd Avenue transports customers back in time with apothecary clinical finishes and soft touches. The intentional layout put the product testing vintage sink front and center, allowing users to try on products at their own pace. This was the one location our designer believed could benefit from a remodel, due to the nature of the materials - mostly cloth walls in a light cream finish - the space felt a little worn.
Aesop Capitol Hill Seattle
Aesop Capitol Hill is intimate yet spacious enough to linger. The green granite sink for product testing is an absolute show-stopper and tells Aesop’s story of luxury.
Aesop University Village Seattle
Aesop University Village has centralized seating with beautiful greenery that would make you want to linger for hours if the space hadn’t been so packed. Due to the large amount of traffic, this location didn’t give the retreat feel Aesop locations usually exude. They could benefit from a larger space, which would give the same no-pressure, slow-pace experience that the other locations could provide.
Final Thoughts on our Retail Tour of Aesop
The continuity of each store mostly came from the mood the associates set. We can’t overstate how friendly the store staff was and how educated they were on the architecture and intention behind their spaces. Each associate’s goal was not to sell products but to make you feel comfortable and welcome inside the space. Design does a lot of the heavy lifting, but great customer service pulls it all together.
As far as each retail space, it was interesting to see how the community was tied into each location through the chosen materials. We also enjoyed that even though every space had a central testing hub, each was unique and told its own story. Aesop does an incredible job backing the story of their products through each design choice in their spaces.
More Retail Tours
If you enjoyed reading this retail tour of Aesop’s different locations, click the links below to learn more about other iconic spaces our principal designer has visited!
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