Axel Arigato Embraces Slowness With Surreal New Campaign

After the whirlwind energy of Axel Arigato's 2024 Festive Campaign—complete with larger-than-life shoeboxes and a star-studded cast—the brand shifts gears for the new year, trading sparkle for serenity. This January, Axel Arigato invites you to embrace the beauty of slowing down with a playful yet reflective campaign featuring life-sized snail shells and a cozy, meditative vibe.

 

 

 

 

 

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Creative Director Jens Werner reimagines nostalgia with this surreal retreat, inspired by childhood shoebox treasures and the snail's unhurried pace. The campaign’s centerpiece, Slow Runner sculptures, were brought to life in collaboration with long-time brand partner and artist Jon Buck. Crafted from clay and jesmonite, these giant shells double as whimsical cocoons, offering a symbolic and literal space to rest and reflect.

 

 

 

 

 

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Werner’s artistic vision goes beyond just sculptures. Guests are seen lounging in custom-designed sleeping bags—complete with antennae—perfectly capturing the surreal and snug essence of the campaign. "I wanted to bring a sense of fun and surprise as we enter 2025," says Werner. "January is for peace, a moment to prepare for what lies ahead. Snails kept coming to mind—a creature embodying slowness and introspection. From my childhood worlds in shoeboxes to this collaboration with Jon Buck, we’ve created a tangible escape after the festive frenzy.”