Axel Arigato Launches First Full Seasonal Campaign | kbnmart

Axel Arigato has launched a “new creative vision” for Fall/Winter 2024 under the leadership of newly appointed creative director Jens Werner.

This means a full seasonal campaign has been launched for the first time, “an approach that celebrates creativity and aims to spark curiosity across a series of video episodes and accompanying images over four months.”

The campaign is called “Infinite Dream” and features a carefully designed dreamlike hotel room, with a series of artworks and design objects adorning the space.

The company said the approach renews the brand’s “commitment to creative collaboration – working with global talent who help inform its brand universe.”

This represents a shift from the brand’s decade-long “drop of the week” strategy — “with a complete recalibration of the brand’s Instagram channel.”

In contrast, the new concept revolves around “creative storytelling that prioritizes entertainment – ​​seamlessly integrating Axel Arigato products into new visual worlds. It also allows for the unification of footwear and ready-to-wear collections, and the use of creative techniques to bring designs to life.”

“The ‘issue of the week’ model has served us well – allowing us to put the product and consumer at the heart of our brand,” said CEO and co-founder Albin Johansson, while the new approach “builds on these years of success, while also allowing for a new directional and creative approach to storytelling that better serves our brand values ​​and global positioning.”

So let’s take a look at the details. The concept was inspired by Werner’s “background and passion for art and design – consulting with creatives via calls and conversations to create this amazing space.”

Among them is John Buck, who helped design a custom shower unit and a cement pillow-shaped speaker, inspired by his sculptural works found in Axel Arigato’s stores.

There’s also Charlotte Kingsnorth, who designed “a whimsical hybrid sofa and giant vase that reimagine everyday forms.” Meanwhile, Ilya Goldman-Jobin has created a table and chairs in Axel Arigato’s signature yellow sponge, “inviting interaction with seemingly unstable forms.”

“For the first time in our campaigns, we have carefully curated the brand universe – designed to inspire and foster creative collaboration,” Werner said of all this. “We were inspired to work with other artists and designers who are really important to me, the brand and our audience.

“This multidisciplinary approach helps us unite entertainment, products, art, craft and design in a way that reflects who we are as a brand.”

The creative team also delved into “the practicality of such a space, fascinated by the privacy of shared hotel experiences embodied in the question: ‘You never know who slept in your bed the night before.’ This theme becomes a central proposition for the season.”

The series will take place over the next four months, with viewers invited to “explore this intriguing living space and the people who have come to inhabit it. The stories of this diverse and temporal group of characters will be revealed through episodes, images and interviews released at the right time throughout the season.”

There will be surveillance footage from New York City-based director Lana Shahmoradian (a frequent collaborator with the brand), and “intimate iPhone images” captured by Werner as “the character’s narratives unfold through a mix of the channel’s engaging content.”