Against a backdrop of the indomitable rise of e-commerce and eschewing the received wisdom that a successful brand identity is one that adheres uncompromisingly to the tenets of sameness and consistency, skincare label Aesop has taken a confident creative and commercial stand by creating, worldwide, a portfolio of unique and poetic physical retail spaces – each the result of an open-brief collaboration with some of the leading lights in architecture and design. From Snøhetta and Paulo Mendes da Rocha to Ilse Crawford and Ciguë, a raft of original-thinking creatives have been commissioned to produce one-off store experiences that marry bold concepts with strong material consideration and quality craftsmanship. The result are stores, which, more akin to stage-sets than shops, make purchasing an event rather than an everyday activity. Architonic talks to Marsha Meredith, Aesop’s Creative Director, about the company’s brand-building through creative building... …. <b>How do you choose w
from New stories by Architonic http://ift.tt/2bHx7o7
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