A retail experience that starts with a hand wash at the sink
Most beauty stores lead with shelves of testers. In Aesop stores, consultants first invite visitors to a sink at the center of the room.
The branding lesson
In Aesop stores, the sink is the centerpiece, and consultants invite visitors to wash and moisturize their hands with the products before anything else; the brand calls it the start of the in-store experience. At Aesop Wall Street the basin is sculptural brass, and at Duke of York Square in London, Snøhetta built a circular steel one.
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The psych of why it works
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