- Business of Design Week Hong Kong, Rowan Lodge, Aesop
Aēsop is known for its sensitive approach to its stores and to details. Rowan Lodge, Head of Retail Design and Development of this Australian skincare brand founded in Melbourne in 1987 is one of the speakers at the Business of Design Week, so we grabbed the opportunity to ask him a couple of questions.
WHAT ROLE DOES ARCHITECTURE PLAY IN AESOP’S COMMUNICATION AND BRAND STRATEGY?
We try not to reference the word brand. We focus on creating superlative products, intelligent interactions with our customers and thoughtful design as part of an integrated approach. We have always embraced design, difference and the richness of local context. Cultural engagement is central to our identity and we always consider how our retail spaces can be designed to link to and support the communities we enter. Where possible, we engage local architects with an intimate knowledge of the area, or those who have a particular connection to the location.
Bold architectural ideas are explored with strong material considerations and quality craftsmanship. The result is stores with an individual bespoke character which make shopping an experience rather than an everyday activity.
02: TO WHAT EXTENT DOES GOOD SPATIAL PLANNING INFLUENCE THE CUSTOMER’S CHOICE?
Spatial planning is critical and can be one of the longest aspects to get right when designing in different environments.
We want to shape a sense of delight in small spaces and provide comfort and intimacy in larger spaces.
Attraction, ease of entry, generous circulation for shoppers and prams, access to a customer seating area in store, navigability of the product display zones and ergonomics are all factors in successful spatial planning.
If we can create a calm, well planned haven that offers a moment of respite from the retail noise outside, the customer can instantly relax and feel comfortable.
That feeling of ease and support in a well-designed space will definitely influence customers’ choices
Business of Design Week Hong Kong
from 30 November to 3 December 2016
Convention and Exhibition Centre, Hong Kong
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