Axel Arigato's Holiday Campaign Takes Place Inside a Life-Sized Shoebox
Good things come in yellow boxes, after all…
Axel Arigato just dropped its new holiday campaign, transporting sneakerheads and fashion fans to the inside of one of its signature yellow boxes. Inspired by themes of childhood nostalgia and human connection, the brand invited ten guests to dine inside a life-sized Axel Arigato shoebox, recreating holiday memories through a unique lens.
“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,” explains Jens Werner, Creative Director at Axel Arigato.
Also taking inspiration from the brand’s tagline, “Good Things Come in Yellow Boxes,” the campaign merges Axel’s distinctive aesthetic with a community-led dining experience, complete with a branded carpet mimicking the box tissue paper and a table of fresh seasonal produce, scaped by food stylists at Hands London.
Each guest arrives from a different creative discipline, including artists, designers, musicians, and thought leaders like Jordan Stephens, James Massiah, Kenya, and Demba.
Take a look at Axel Arigato’s new holiday campaign above and head to the brand’s website for a closer look at its gifting collections.
In other news, check out the latest collaboration from Veneda Carter and Timberland.
