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local (Melbourne) success pops up in Los Angeles

 

Just 15 years ago a humble skin product business was started right here in Melbourne… Aēsop is now a global brand with stores and stockists in many of the very best retail precincts (…5 shops in central Paris, 8 in London, 6 in New York City…) – but still calls Australia (Collingwood…) home.

Aesop is renown for their superlative skin, beauty and hair products, iconic (no-nonsense) packaging – and their stimulating store presentations. No two shops look the same, often incorporating quirky materials and features – they apply highly creative and detailed design to each of their fit-outs, ensuring that every retail experience is as entertaining and relevant as their products…

Aesop is currently building their 2nd permanent store for Los Angeles (due to open in January 2014) – but in the meantime has opened a pop up shop right next door to the new site. The temporary (and soon-to-be permanent) store is located in an area showing promise of urban revitalisation – other major retail brands are also setting up in the Ninth and Broadway precinct of Downtown LA.

Why is the Aesop pop-up worth mentioning ? Well, this seems a good example of a business taking the opportunity to promote their brand ahead of a major store opening… launching their products in the precinct and telling the story of a new space to come, creating anticipation for the shop opening (…and in the lead up to the busy “holiday season”, obviously taking advantage of peak sales opportunities !)

 

Images : Aesop pop up store Los Angeles, brighamyen.com

Featured image : Aesop / Unionmadegoods, Google Images

 

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