Beauty brand and B-Corp business Aesop has opened in the heart of the City of London in the form of a new sustainability concept store.
The space at One New Change shopping centre blends architectural storytelling, sustainability, and sensory beauty experiences, according to the luxury skincare brand. It opened last week.
The 57 sq m store offers all a customer would expect from the brand, including fragrance, skincare, haircare and bodycare ranges, but its design centres on the idea of circularity.
Materials from Aesop’s former head office in Long Yard have been repurposed throughout the interior. For example, old office tables take on the new role of display shelving, a ceiling grid, and central counter, while the store’s basin lived a previous life at Aesop’s counter at premium department store Selfridges.
It’s an example of a sustainability move that should also result in cost efficiencies for the brand.
Ryad Djellas, general manager for Europe at Aesop, commented: “The experience within any Aesop store, and our relationship with our customers, is never a simply transactional one: it is also sensorial, educational and always bespoke.
“The design of our spaces matters deeply to us and Aesop One New Change has presented an opportunity to pay homage to reuse – one of our fundamental store design principles. We aim to sustainably create a distinctive retail environment that is connected to One New Change.”
He added: “We hope to weave ourselves into the fabric of St Paul’s and look forward to welcoming customers.”
Ruth McFetridge, senior retail leasing director at Landsec, the site’s landlord, said the company likes to focus on “big brands and immersive experiences” – and she argued that Aesop arriving at One New Change combines the two.
“Over the past year, we have continued to position One New Change as a key leisure destination for those living in London as well as further afield,” she noted.
“As an iconic health and wellness brand, our new partnership with Aesop will encourage even more visitors to enjoy this bustling and dynamic area, with one of the most unbeatable backdrops in the city.”
[image credit: Green Retail World]
