Leeds, England
Proposal: Create a new Aesop concept

 

 

 

The goal was to create a new Aesop store concept in Leeds, introducing the brand in the north of England. 
The store, envisioned to be built inside the new Victoria Gate Shopping Arcade (opening Autumn 2016) takes iconic geometrical references from Leeds' famous shopping arcades while subtle use of metal, woods and stone play on the city's industrial heritage. 

 

 

I wanted to introduce concepts of simplicity and fine detailing - recognised in so many of Aesop's stores, helping define the brand as a whole - which speak very prevalently. The products speak for themselves, amplified and complimented by the design upon and around which frames them perfectly. 

 

 

The geometry of the display fixtures delicately adds a dynamic movement to the space, offering a fluid-like experience to an otherwise rectangular and un-engaging area.

 

 

The space is essentially divided in to two sub spaces defined by a gradual change in floor finish. The front of store is ortienated around a feature handwashing area (product sampling) with suspended reclaimed pipework . While the back of the store is centered by a curving counter (POS), flanked by curving feature wall displays.

 

 

 

 

 

 

 

When Leeds Trinity - the largest shopping mall in western Europe - opened its doors in 2013 Leeds was firmly placed on the retail developers map, offering marketing opportunities to be found no where else in the whole of the country.
Now, in 2015, with the imminent arrival of the prestigeous new shopping arcade at Victoria Gate Leeds will establish itself as a retail and leisure powerhouse, rivaling the likes of Sheffield, Manchester and Birmingham. 

 

I believe it is therefore fitting that a luxury, sought after, niche targetting brand such as Aesop (having successfully established a dominating presence in London) be given a deserved presence among other high end retailers in this new and opportune development and such is the reason why I have designed this flagship Aesop store for the north of England where it can establish itself and its superlative hair, body and skincare products amongst this already flourishing retail market. 

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Victoria Gate represents a huge opportunity for retailers with £540m additional sales available from the highly affluent catchment areas such as Harrogate , Ilkley and York as well as further attracting the city’s fashion conscious shopper and the strong population of wealthy students. Leeds - England's third largest city by population, ranks 4th in terms of potential upscale shoppers in the UK.
£617 million has already been invested in Leeds’ city centre to enhance shopping and leisure facilities. It is the 2nd largest financial  and business services centre outside of the London with an economy worth £52 billion per annum.
Already home to some of the world’s leading brands including Louis Vuitton, Mulberry and Vivienne Westwood.  There is still major potential within the city to be the leading retail destination of the North.
- http://www.victoriagate.co.uk/about/market-opportunity/ 
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