Place Branding Viewed From the Perspective of the Poetics of Space: The Case of Aesop’s Signature Stores

Abstract

This study argues for the aesthetics and values of a poetic space as a place branding strategy. Gaston Bachelard’s (1884–1962) poetic space refers to a happy place internalized by people, one where they can collectively achieve an aesthetic and emotional communion through imagination. Applying poetic space theory to place branding provides brand marketers with a powerful tool, as place branding offers an impression of the brand. This study thus seeks to explore place branding based on Bachelard’s poetic space theory presented in his book, The Poetics of Space, as a starting point for understanding space. Moreover, this study qualitatively examines the signature stores of Aesop to show that a place branded space that reflects the features of poetic space can create a positive image of the brand as a place of comfort and refuge. In addition, experiential elements allowing for natural internalization would help customers retain their positive associations with the brand in memory. Spatial expression methods of place branding that apply the features of poetic space as proposed by Bachelard serve as a substantial reference point for ideating concepts and directions for place branding.