In Differences Lie Affinities – Aesop, Aesop’s approach to design ,00th store,immersion in unfamiliar landscapes, investigation of local materials
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What is the story behind the In Differences Lie Affinities campaign? This brand campaign celebrates Aesop’s approach to design in the wake of their 100th store. Throughout the past 28 years, Aesop have been constantly delighted by the unexpected affinities that have come from the negotiation of differences involved in establishing new stores – by means of immersion in unfamiliar landscapes, investigation of local materials, engagement with local culture and history, and of course development of fertile new relationships. The desire to embrace differences and nurture such affinities is intrinsic to our thinking and way of being.