Research Article

Commercial interiors as active agents in shaping urban experience: Integrating urban context in interior branding

Number: 51 October 20, 2026
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Commercial interiors as active agents in shaping urban experience: Integrating urban context in interior branding

Abstract

The tension between global branding and the preservation of local identity raises important questions about how brands use architecture and interior design to establish meaningful relationships with the urban contexts in which they operate. Aesop provides a compelling case, as its retail strategy deliberately avoids standardized store designs and instead responds to the specific characteristics of each location. This study examines the strategies through which Aesop integrates its branded interiors into diverse urban contexts, analyzing selected stores in six cities. Adopting a qualitative multiple-case study approach, the study selected cases through purposive sampling and analyzed through thematic coding to identify the principal strategies employed by the brand. The findings reveal that incorporating cultural, historical, and architectural characteristics of cities, neighbohoods, and existing buildings into design decisions; utilizing local materials; embedding local references within interior spaces; establishing strong connections between stores and the street; and maintaining consistent shopping rituals and product display strategies constitute the principal mechanisms through which Aesop localizes its stores while preserving a coherent global identity. The study contributes to the growing body of literature on globalization, interior branding, and urban identity by proposing strategies through which brand identity can remain both globally recognizable and locally responsive.

Keywords

Ethical Statement

This study does not involve human participants, animal experiments, or the use of personal data; therefore, no ethical approval was required.

References

  1. Aesop. (n.d.). Aesop. https://www.aesop.com/
  2. Aesop. (n.d.). Bauernmarkt. https://www.aesop.com/stores/at/vienna/21001.html
  3. Aesop. (n.d.). Firenze. https://www.aesop.com/stores/it/firenze/18007.html
  4. Aesop. (n.d.). Kronprinsensgade. https://www.aesop.com/stores/dk/copenhagen/19007.html
  5. Aesop. (n.d.). Kurfürstendamm. https://www.aesop.com/stores/de/berlin/12022.html
  6. Aesop. (n.d.). Passeig de Gràcia. https://www.aesop.com/stores/es/barcelona/25005.html
  7. Alexander, B., & Nobbs, K. (2016). Multi-sensory fashion retail experiences: The impact of sound, smell, sight and touch on consumer-based brand equity. In A. Vecchi & C. Buckley (Eds.), Handbook of research on global fashion management and merchandising (pp. 420–443). IGI Global. https://doi.org/10.4018/978-1-5225-0110-7.ch017https://doi.org/10.1016/j.jbusres.2016.04.178
  8. Aşcı Çeşkun, N., & Penpecioğlu, M. (2024). Global brands and local identity: Architectural strategies in commercial urban spaces. Journal of Urban Design, 29(3), 415–432. https://doi.org/10.1080/13574809.2024.1234567

Details

Primary Language

English

Subjects

Architectural Design

Journal Section

Research Article

Publication Date

October 20, 2026

Submission Date

August 30, 2025

Acceptance Date

October 19, 2026

Published in Issue

Year 2026 Number: 51

APA
Izadpanah, S. (2026). Commercial interiors as active agents in shaping urban experience: Integrating urban context in interior branding. İDEALKENT, 51, 1-15. https://doi.org/10.31198/idealkent.1773979
AMA
1.Izadpanah S. Commercial interiors as active agents in shaping urban experience: Integrating urban context in interior branding. İDEALKENT. 2026;(51):1-15. doi:10.31198/idealkent.1773979
Chicago
Izadpanah, Shirin. 2026. “Commercial Interiors As Active Agents in Shaping Urban Experience: Integrating Urban Context in Interior Branding”. İDEALKENT, nos. 51: 1-15. https://doi.org/10.31198/idealkent.1773979.
EndNote
Izadpanah S (October 1, 2026) Commercial interiors as active agents in shaping urban experience: Integrating urban context in interior branding. İDEALKENT 51 1–15.
IEEE
[1]S. Izadpanah, “Commercial interiors as active agents in shaping urban experience: Integrating urban context in interior branding”, İDEALKENT, no. 51, pp. 1–15, Oct. 2026, doi: 10.31198/idealkent.1773979.
ISNAD
Izadpanah, Shirin. “Commercial Interiors As Active Agents in Shaping Urban Experience: Integrating Urban Context in Interior Branding”. İDEALKENT. 51 (October 1, 2026): 1-15. https://doi.org/10.31198/idealkent.1773979.
JAMA
1.Izadpanah S. Commercial interiors as active agents in shaping urban experience: Integrating urban context in interior branding. İDEALKENT. 2026;:1–15.
MLA
Izadpanah, Shirin. “Commercial Interiors As Active Agents in Shaping Urban Experience: Integrating Urban Context in Interior Branding”. İDEALKENT, no. 51, Oct. 2026, pp. 1-15, doi:10.31198/idealkent.1773979.
Vancouver
1.Shirin Izadpanah. Commercial interiors as active agents in shaping urban experience: Integrating urban context in interior branding. İDEALKENT. 2026 Oct. 1;(51):1-15. doi:10.31198/idealkent.1773979