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

This article examines the application of Gaston Bachelard's poetic space theory, as outlined in *The Poetics of Space*, to place branding strategies, focusing on how poetic space—a concept describing emotionally and aesthetically resonant places internalized through imagination—can enhance brand identity and consumer experience. Through qualitative case studies of Aesop’s signature stores across multiple continents, the study identifies four key spatial features—metaphoric storytelling, symbolism of secretive images, space of simple figures, and multi-sensory experiential contents—that embody poetic space and contribute to creating comforting, memorable brand environments. The research highlights how these spatial expressions foster emotional connections and positive brand images by integrating local context and sensory engagement, offering a novel framework for place branding that moves beyond conventional quantitative approaches. While focused on commercial retail spaces, the study suggests broader implications for spatial design and branding by linking philosophical concepts with marketing strategies.