Axel Arigato’s New Year’s Campaign Focuses on Rejuvenation and Reflection
comfort and nostalgia for the playful campaign.
Axel Arigato‘s latest New Year campaign focuses on inner healing following a bustling holiday season, where the brand invited 10 guests to dine inside a life-sized Axel Arigato shoebox for its holiday campaign.
The new chapter of Axel Arigato’s campaign puts a big emphasis on rest, rejuvenation, and reflection as January usually is the slower time of the year.
Jens Werner, creative director of Axel Arigato, teamed up with artist Jon Buck, who has previously created sculptures for Axel Arigato stores and campaigns, to create a set of life-size snail shell sculptures from clay and jesmonite to evoke a sense of comfort and nostalgia.
“I wanted to bring a sense of fun and surprise to this campaign as we enter 2025. January is a time for peace, a moment to prepare for the months ahead. The image of snails kept coming to mind, a creature that embodies slowness and introspection,” said Werner.
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He said the idea of snails evolved from his childhood memories of creating little worlds in shoeboxes, where he stored shells and small treasures.
In the campaign, guests who have appeared in the holiday campaign can be seen nestled within oversized snail shells, named Slow Runner.
They are meant to serve as whimsical cocoons, symbolizing the slower pace of life at the start of the year and hinting at future design endeavors from the brand.
