Matteo Martignoni

Country Manager at Aesop

Location:
880 Queen Street West, Toronto, Ontario, Canada
Company:
Aesop
HQ Phone:
(416) 532-9623
Wrong Matteo Martignoni?

Last Updated 6/1/2016

General Information

Employment History

S2A Consulting Director  - Surface

Web References  

Mandi Keighran » A retail fable

The approach is best described by Matteo Martignoni, Aesop's general manager in charge of marketing, creative and product development: "Design matters at Aesop," he says.
"Our objective is to do less and do it better, to respect and execute strong ideas well and to bring joy and pleasure to ourselves and our customers." While this strategy means each store varies drastically in appearance, there is a certain approach that they share. Material honesty, for example, is key, as is a sensitive understanding of environmental concerns and the experience of those visiting the space. "We ask the designers to translate our key design codes with local materials and with respect for the individual streetscapes," says Martignoni. There is no real set criteria that designers must meet before designing a retail space for Aesop, and over the past decade the company has worked with architects, interior designers and product designers. When asked how Aesop selects the designers it works with, Martignoni suggests detailed medical reports on the mental wellbeing of each designer would be of use - a reference, perhaps, to some of the challenges of working with such a multitude of designers, many of them in the early stages of their career. "In the absence of these," he says, "we prefer either precocious prodigies - which are rare - or five years of postgraduate, high-level residential experience. Martignoni describes the strategy as "a kind of torture for which we share the collective responsibility". "Generally speaking," says Martignoni, "younger designers lack the capacity to listen, budget and project forward. In many ways, though, Aesop is a dream client for an emerging practice. "We know who we are and have a strong and original visual identity," says Martignoni. It is impossible to deny that the passion that underlies this ethos is genuine, and Martignoni says that Aesop's purpose and motivation goes far beyond the mere sale of products. Aesop is, however, a business - and there is no doubt that the strategy it has adopted serves it incredibly well in terms of meeting the bottom line. The overall approach, of which the retail design strategy is a key part, works to create a unique shopping experience that resonates with the brand's target customers. "We are a multi-sensorial retailer with an interest in unique atmospheres and communication," says Martignoni.

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Aesop stores around the world - Ferrari Interiors

The approach is best described by Matteo Martignoni, Aesop's general manager:
Martignoni says Aesop overarching objective is to do less and do it better, to respect and execute strong ideas well and to bring joy and pleasure to their customers.

Read More
Dulux colour trends for Spring 2016 - Ferrari Interiors

The approach is best described by Matteo Martignoni, Aesop's general manager: "We are a multi-sensorial retailer with an interest in unique atmospheres and communication.

Read More

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