--- title: How Aesop Creates Unique And Compelling Customer Experiences description: I believe that other retail brands can learn from Aesop's way of designing localised retail spaces and intimate customer experiences. image: https://www.anderssorman-nilsson.com/hubfs/Aesop.jpg --- [![ASN Logo New](https://www.anderssorman-nilsson.com/hs-fs/hubfs/Images_Compressed/ASN%20Logo%20New.png?width=203&height=95&name=ASN%20Logo%20New.png) ](https://www.anderssorman-nilsson.com) # Decoding Tomorrow: Futurism and Foresights Today Foresights and ideas that expand minds and inspire a change of heart. # How Aesop Creates Unique And Compelling Customer Experiences Posted by [anders@thinque.com.au](https://www.anderssorman-nilsson.com/blog/author/andersthinquecomau) on April 20, 2016 - [Tweet](https://twitter.com/share) The digitisation has changed the retail game forever. A lot of traditional bricks-and-mortar retail stores, including my moms 100-year old haberdashery, [Georg Sörman](http://www.georgsorman.se/), in Stockholm, Sweden, have faced serious challenges as [more and more consumers do their shopping online](https://www.atkearney.com/consumer-products-retail/e-commerce-index/full-report/-/asset_publisher/87xbENNHPZ3D/content/global-retail-e-commerce-keeps-on-clicking/10192). The good news however is that we still crave analogue experiences and maybe even more so in today's digital world.  One of my favourite Australian brands is the skincare company [Aesop](http://www.aesop.com). The brand was established in Melbourne back in 1987, but today they are global with physical retail stores in New York, London, Hong Kong, Stockholm, Paris and Tokyo to mention a few.  Aesop's objective has always been to create skin, hair and body products of the highest quality. On their website they emphasize that they source their ingredients from the most renowned suppliers and regularly launch new producsts based on genuine needs expressed by their customers. Aesop is also known for their beuatiful yet minimal packaging design.  ![Aesop.jpg](https://www.anderssorman-nilsson.com/hs-fs/hubfs/Aesop.jpg?width=571&height=342&name=Aesop.jpg "Aesop.jpg") Another reason why I'm so fond of Aesop is because of their ability to create great** instore experiences**. While many retail brands strive for consistency, Aesop focus on creating a unique atmosphere and look for every store - every store is inspired by the local culture, environment and location. This approach is central to their **localised design strategy**. Last year in October they launched the microsite [Taxonomy of Design](http://taxonomyofdesign.com/#!/) which is a digital compendium of their signature shops. On the website you can read about which materials they use in the different shops, the furniture, lighting and watch a series of video interviews with architects and designers they have worked with. The idea for the project was a according to [Fast Company](http://www.fastcodesign.com/3051767/skincare-brand-aesop-reveals-its-4-secrets-for-standout-retail-design?utm_source=mailchimp&utm_medium=email&utm_campaign=codesign-daily&position=1&partner=newsletter&campaign_date=10022015) borned after numerous customers had asked Aesop to publish a book about their creative retail spaces, but instead they decided to create a website. Here is short description of their store in central Stockholm: *"Aesop Bibliotekstan is a place to reflect on the flawed perfection of nature. An immediately soothing environment, its subdued palette reveals its secrets to those who take the time to discover the strength of its proportions, lines and materials – a quiet exemplar of the region’s design process."*     I believe that other bricks-and-mortar retailers can get inspired by Aesop and learn from their way of designing localised retail spaces and **intimate customer experiences**.  For more insights about **the future of retail** check out this blog post and YouTube video - [What does the future of retail look like?](https://www.anderssorman-nilsson.com/what-does-the-future-of-retail-look-like) #### Sign up for our newsletter and stay updated with the latest future trends from Anders Sörman-Nilsson and Thinque.    [![Sign up](https://no-cache.hubspot.com/cta/default/109349/28a0b552-9198-4040-8e6f-cc76a7d389f8.png)](https://cta-redirect.hubspot.com/cta/redirect/109349/28a0b552-9198-4040-8e6f-cc76a7d389f8) ### Written by [anders@thinque.com.au](https://www.anderssorman-nilsson.com/blog/author/andersthinquecomau) ** ### Sign up for the Decoding Tomorrow newsletter ### CATEGORIES - [Anders Sorman-Nilsson](https://www.anderssorman-nilsson.com/blog/topic/anders-sorman-nilsson) - [Futurist Speaker Sydney](https://www.anderssorman-nilsson.com/blog/topic/futurist-speaker-sydney) - [Thinque](https://www.anderssorman-nilsson.com/blog/topic/thinque) - [Disruptive Trends](https://www.anderssorman-nilsson.com/blog/topic/disruptive-trends) - [Future Thinking](https://www.anderssorman-nilsson.com/blog/topic/future-thinking) - [Thought Leaders](https://www.anderssorman-nilsson.com/blog/topic/thought-leaders) - [Artificial Intelligence](https://www.anderssorman-nilsson.com/blog/topic/artificial-intelligence) - [Futurist](https://www.anderssorman-nilsson.com/blog/topic/futurist) - [Future Trends](https://www.anderssorman-nilsson.com/blog/topic/future-trends) - [2nd Renaissance](https://www.anderssorman-nilsson.com/blog/topic/2nd-renaissance) - [AI](https://www.anderssorman-nilsson.com/blog/topic/ai) - [Sustainability](https://www.anderssorman-nilsson.com/blog/topic/sustainability) - [2020 Vision](https://www.anderssorman-nilsson.com/blog/topic/2020-vision) - [Disruption](https://www.anderssorman-nilsson.com/blog/topic/disruption) - [AI Keynote Speaker](https://www.anderssorman-nilsson.com/blog/topic/ai-keynote-speaker) ### INDUSTRY - [Anders Sorman-Nilsson](https://www.anderssorman-nilsson.com/blog/how-aesop-creates-unique-compelling-customer-experiences#) - [Futurist Speaker Sydney](https://www.anderssorman-nilsson.com/blog/how-aesop-creates-unique-compelling-customer-experiences#) - [Thinque](https://www.anderssorman-nilsson.com/blog/how-aesop-creates-unique-compelling-customer-experiences#) - [Disruptive Trends](https://www.anderssorman-nilsson.com/blog/how-aesop-creates-unique-compelling-customer-experiences#) - [Thought Leaders](https://www.anderssorman-nilsson.com/blog/how-aesop-creates-unique-compelling-customer-experiences#) ### RECENT FORESIGHTS [** ](https://www.facebook.com/thinquetank/) [** ](https://www.linkedin.com/in/anderssormannilsson/) [** ](https://www.youtube.com/user/andersofthinque) [** ](https://twitter.com/asormannilsson) [** ](https://www.instagram.com/andersbygeorgsorman/) ### ANDERS SÖRMAN-NILSSON #### FUTURIST. SPEAKER. AUTHOR. ##### © COPYRIGHT 2016 ASN ## Play now Your browser does not support the audio element. ## Buy a Book ![Default-Background](https://www.anderssorman-nilsson.com/hs-fs/hubfs/00%20-%20ASN%202019%20-%20Files/Default-Background.jpg?width=500&height=200&name=Default-Background.jpg) **Header Text** Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. ![Default-Background](https://www.anderssorman-nilsson.com/hs-fs/hubfs/00%20-%20ASN%202019%20-%20Files/Default-Background.jpg?width=500&height=200&name=Default-Background.jpg) **Header Text** Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. ![Default-Background](https://www.anderssorman-nilsson.com/hs-fs/hubfs/00%20-%20ASN%202019%20-%20Files/Default-Background.jpg?width=500&height=200&name=Default-Background.jpg) **Header Text** Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. ## Watch now ## BOOK ANDERS ## FORESIGHT BLOG SUBSCRIPTION ## SUBSCRIBE TO OUR BLOG & STAY UP TO DATE WITH FORESIGHTS AND TREND REPORTS! ## HEADER TEXT ## Media Enquiries ## Speaking Enquiries ## Availability Check ## ENQUIRY ## PITCH ANDERS WE WILL EQUIP YOU WITH THE VIDEOS AND MATERIALS YOU NEED TO SUCCESSFULLY PITCH ASN. ## CONTACT US ## WORK WITH ME ## HEADER TEXT ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "anders@thinque.com.au", "url" : "https://www.anderssorman-nilsson.com/blog/author/andersthinquecomau" }, "dateModified" : "2020-03-03T01:39:27.028Z", "datePublished" : "2016-04-19T14:42:27.000Z", "headline" : "How Aesop Creates Unique And Compelling Customer Experiences", "image" : [ "https://www.anderssorman-nilsson.com/hubfs/Aesop.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.anderssorman-nilsson.com/blog/how-aesop-creates-unique-compelling-customer-experiences", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.anderssorman-nilsson.com/hubfs/Logo_thinque-2.jpg" }, "name" : "Thinque" } } ``` ```json { "@context" : "https://schema.org/", "@type" : "Person", "image" : "https://www.anderssorman-nilsson.com/hubfs/asn/ASN-Logo-Black.png#keepProtocol", "jobTitle" : "Futurist", "name" : "Anders Sörman-Nilsson", "sameAs" : [ "https://www.facebook.com/thinquetank/", "https://twitter.com/asormannilsson", "https://www.linkedin.com/in/anderssormannilsson/", "https://www.anderssorman-nilsson.com/" ], "url" : "https://www.anderssorman-nilsson.com", "worksFor" : { "@type" : "Organization", "name" : "Anders Sörman-Nilsson" } } ```