A new Aesop Store by JamesPlumb located in London's Bloomsbury district is an innovative retail experience that includes shelves with running water. The unique new Aesop boutique continues in the brand's tradition of incorporating local history with the traditional atmosphere forwarded by each of its stunning retail boutiques.
Aesop tapped James Russell and Hannah Plumb, collectively JamesPlumb, in order to create a retail concept that stuck to the brand's traditions but included the unique history of Bloomsbury, where in 1577 William Lamb created a conduit. The inspiration found in Lamb led to the decision to incorporate the water-lined shelving.
The unique boutique is a standalone experience unlikely to be replicated, both by other Aesop shops and other Bloomsbury boutiques.