Retail is not dead! As online shopping has become the new normal, many beauty brands, such as Aesop, have utilized concept stores to heighten the consumer experience to a whole new level. . . At their Düsseldorf location, Aesop provided a refreshing spa experience. Created with the local culture and architecture in mind, they’ve placed a monolithic concrete sink, reminiscent of local fountains, central in the store, inviting customers to test products, deepening the blur between outside and in (reflected in the ‘all natural’ Aesop tagline).