Cultural Choreography

With the luxury retail landscape becoming increasingly competitive, concept stores and flagships have evolved beyond being mere spaces for transactions; now, they are the most powerful expressions of a brand’s identity.

The influx of Gen Z consumers into this space also means that consumers are more and more attuned to the cultural nuances of the brands they engage with.

For brands to really connect, it's essential that they craft narratives that align with the wider cultural landscape. A deeper appreciation of social and symbolic attention to detail is no longer a nice-to-have. It’s paramount. 

For brands to strengthen their status in home markets, consumers expect that they showcase this appreciation of local values, finding magic within the small, often unexpected details. This builds a more harmonious relationship, in turn providing a journey that feels more resonant with consumers.

While exploring the shifting dynamics of the luxury retail market, and the subsequent transitions that brands have to make to stay relevant, the importance of embracing the wider landscape was clear. Brands must create an in-store journey that reflects the historical background of the location and surrounding communities. 

Let’s look at some examples of leading brands who stand out for an approach anchored in culture and history:

01. Aesop, Beijing

Aesop’s design philosophy is greatly influenced by the varied cultures and built environments which surround it. Spaces are carefully curated to be "distinctive and atmospheric, comforting and inspiring, functional and organised," whilst also nurturing the cultural and historical context of the surrounding areas. 

The Aesop store in Beijing serves as a unique retail space. The brand is anchored in the local culture- with this being the bedrock of its brand philosophy. The blend of old and new architecture makes it a favoured location for international brands looking to establish a presence in China. 

Conceived in collaboration with atelier suasua within a siheyuan- a traditional Chinese courtyard residence- the design honours the historical structure of House 19, which is a replica of the residences once owned by a cousin of the Qing dynasty’s last emperor, Puyi.

Inside, visitors can explore various alcoves that conceal red copper sinks, only discovered once inside, offering a more intimate environment in which to encounter Aesop’s skin care products.

02. Maison Diptyque, Paris

Diptyque showcases a new immersive retail concept, ‘Maison Diptyque’, a rich portal into the Parisian roots that sit beneath the brand identity. Visitors are taken on a journey of cultural discovery, which the creators view as “a sensory awakening, revealing the rare craftsmanship and contemporary artistic spirit that have inspired Diptyque’s creations.”

The founders, painter Desmond Knox-Leet, designer Yves Coueslant, and architect Christiane Gautrot actually lived over the flagship store. As such, the interior design intentionally mimics an apartment with a living room, dining room, library, and bathroom. Maison Diptyque’s architecture lends itself to a greater cultural aura, as the store integrates perfectly with the city’s surroundings.

The store takes Diptyque’s presence in its home base, Paris, to a new level.

03. Le Labo, Kyoto

Le Labo’s fragrance lab booth in Kyoto was constructed as an “ ode to Japanese heritage and craftsmanship,” aiming to sit in perfect harmony with the cultural landscape of Kyoto itself. 

Formerly a family-owned brewery, The Machiya stood empty until the brand drew upon local craftspeople to renovate the space. “It was a subtle dance between the past and a new life” according to the brand’s creative director; a slow and patient process reveals the hidden meaning within the brand identity. 

Designers of the space paid homage to the Japanese construct of ‘Wabi-Sabi’ meaning impermanence. Finding the beauty within imperfection, letting cracks reveal a deeper layer of meaning is what this fragrance lab is all about. 

Kyoto is a city that suits Le Labo.

This forms part of our wider report looking at the future of luxury retail, from a global perspective.

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