The new Aesop Hanover store is an example of the Melbourne-based cult skincare brand's continued expansion into Germany. Located within the city's Kastens Hotel Luisenhof but boasting its own street entrance, the new store continues in the Aesop tradition of blending their signature aesthetic with local heritage and history.
The intimate space is a rich example of the brand's narrative as championed in its interactive retail offerings, including in-store treatments and opportunities to try out product. Designed by Munich-based interior design agency Einszu33, the space took inspiration from the Frankfurt Kitchen, a modern fitted kitchen system developed for a housing project in Frankfurt in the 1920s.
The charming Aesop Hanover boutique carries the Australian brand's entire skin, body and hair care range.
Localized Unisex Skincare Shops
The New Aesop Hanover Store is Inspired by the Frankurt Kitchen
Trend Themes
1. Localized Skincare Stores - Expanding skincare brands are creating stores with a local feel, blending their signature aesthetics with local heritage and history.
2. Interactive Retail Offerings - Skincare stores with in-store treatments and opportunities to try out products are becoming more popular, creating new ways for brands to engage with customers.
3. Modern Heritage Design - Design agencies are drawing inspiration from historic designs, like the Frankfurt Kitchen, and incorporating them into modern retail spaces as a way to create unique shopping experiences.
Industry Implications
1. Skincare Industry - Expanding brands are disrupting the skincare industry by creating localized stores and interactive retail experiences that engage customers and build brand loyalty.
2. Interior Design Industry - Design agencies are disrupting the interior design industry by drawing inspiration from historic designs and blending them with modern aesthetics to create unique retail spaces.
3. Hospitality Industry - Skincare brands are partnering with hotels to create unique shopping experiences for guests, disrupting the traditional retail model.