It’s always fascinating to consider how retail can transform into an experience: the store I recently discovered seems to emerge from an underwater cave, with light dancing across the ceiling like water, and an atmosphere that invites you to slow down and fully immerse yourself.
Aesop’s latest flagship, launched by L’Oréal Travel Retail in collaboration with China Duty Free Group (CDFG), is located within the Haitang Bay international duty-free complex in Sanya, on Hainan Island.
The store’s design is a sensory masterpiece: conceived in-house by Aesop, the space evokes the experience of being inside an oceanic cavern. Large ceiling apertures allow light to filter through, reminiscent of water reflections, creating the sensation of being beneath the sea’s surface.
A distinctive feature is the use of an innovative algae-derived material. Experimental designer Jessie French collaborated with Aesop to create an algal bioplastic for the suspended aluminum panels and the entrance column, combining biodegradable properties with striking visual appeal.
From a customer experience perspective, the store delivers all the character expected from Aesop: personalized consultations, warm hospitality with locally sourced Hainan tea and oshibori, and multiple stations to explore the brand’s iconic ranges.
With this opening, Aesop reinforces its commitment to sustainability through regenerative materials, site-specific design, and storytelling that unites aesthetics and nature, affirming its identity as a refined and innovative brand even within the international duty-free context.
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