November 2024 – Axel Arigato breaks away from traditional festive campaigns with an experimental visual story told by Creative Director Jens Werner, ushering in a fresh take on human connection and childhood nostalgia. In a bold twist, ten guests are invited to dine inside a life-sized Axel Arigato shoebox, a whimsical space that evokes the playful memory of childhood and the surreal creation of one’s own unique world.
Inspired by the brand’s theme, Good Things Come in Yellow Boxes, this unique space marries Axel Arigato’s signature aesthetic with a memorable dining experience. It continues Werner’s and the brands’ recent inception of creating curious spaces – inviting viewers to feel like a guest themselves with intimate fly-on-the-wall content.
The campaign begins with a young boy playing with a cardboard box, capturing the curiosity and imagination of childhood during the festive season as he paints it – creating his own world. Cut to the inside of this giant Axel Arigato shoebox, designed in the brand’s sleek, modern style: the walls are painted in its signature yellow, a textured branded carpet mimics tissue paper and a bespoke blanket by Taya Francis adds a comforting, child-like element.
At the centre is a carefully curated table that anchors the room-both a visual highlight and a gathering place. It’s laden with fresh seasonal produce, artfully scaped by food stylists Hands London and florals from one of its guests, Hamish Powell.
The ten guests start to arrive, each from a different background-designers, artists, musicians, and thought leaders-reflecting the brand’s inclusive, global community.
Their shared passion for creativity is what brings them together, each with the unique ability to unlock the youthful spirit of this campaign.
Seated on large cushions with their legs dangling over a horigotatsu-inspired table, they each showcase a look from the SS25 collection, expressing their individual styles.
As they enjoy dinner, the room comes alive with lively conversation, genuine connections, and bursts of creativity. The guest list includes:
Tora I – Musician
Jordan Stephens – Writer, Musician, and Creative
Kenya & Demba – Dancers
Maddie Demaine – Model and Creator
James Massiah – Poet and Musician
Claire-Marie Astruc – DJ
Hamish Powell – Florist
Jundan – Model
Jamiah – Model
Snake Denton – Creator
At the heart of this campaign is the authentic connection between these guests. The table-scape becomes a stage for natural exchanges, as photography from Linus
Morales and videography directed by Belle Smith captures the spontaneous energy, talent, and creativity flowing around it. One guest might break into dance, another reads a poem, while a third arranges flowers-a dinner like no other.
Further candid content is captured on guests iPhones and disposable cameras, adding a layer of personal, nostalgic documentation to the experience. A game of Axel Arigato-clad footsie is captured via the table’s unique drop-leg set up and a selfie is taken as friendships are struck up. A nostalgic capturing of memorable experiences; a festive album.
“This campaign is about tapping into the dormant childhood spirit of curiosity and creativity within us all. The festive time is a period where this sense of nostalgia – of youthful inquisitiveness – is often recalled. This campaign continues my intrigue with creating spaces that everyone can connect to, twisting familiar environments into surreal, imaginative worlds that tap into our shared memories. Seeing how such a creative and inspiring cast came to life in this space was really special and unique. “Jens Werner, Creative Director – Axel Arigato
About us
Founded in Sweden in 2014, Axel Arigato is intrinsically grounded in culture, community, and craft. Driven by curiosity, the brand has consistently connected its approach to the rhythm of what is happening in the wider world, looking to an ever-evolving contemporary society for both purpose and inspiration. It presents diverse collections of elevated and wearable footwear and ready-to-wear, fusing together Scandinavian minimalism with unexpected, contemporary design. The brand has ten physical stores in six countries, as well as a network of over 250 wholesale partners and retail concessions. Axel Arigato is committed to fostering connections beyond the conventions of commerce. As such, its core mission remains true to this day: to build a positive platform through the power of community, inclusivity, and memorable experiences.