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Aesop: cookie cutter rebel

Skincare retailer Aesop is moving away from the cookie cutter approach to chain store design.  Some argue it’s the mark of a successful store brand: ensure each store is instantly identifiable as part of the group – but also have its own distinctively individual characteristics. That’s the motivation behind store designer Ryan Russell’s approach to the new Aesop retail outlet in Sydney’s Chatswood Chase, who claims to be “rebelling against uniformity”. “As a practice, we