Melbourne – Rather than stamp its brand identity all over its new flagship store in downtown Melbourne, Aesop looked to the history and aesthetics of the local area.
The new store, which opened to mark the brand’s 25th anniversary, was designed in collaboration with Kerstin Thompson Architects. The interiors were inspired by the retro, masculine décor of the neighbouring Athenaeum Club, a historic gentlemen’s club that has been in the area since 1868.
Aesop launched a new retail concept earlier this year when it opened twin stores in the beach and city areas of Sydney. Read more in LS:N Global’s retail insight news section. The luxury brand now has 22 stores in Australia.
By opening a store that directly references its surroundings, Aesop is responding to consumers’ desire to see global brands celebrating local cultures. Read more in our Revivalism macrotrend report.