Aesop‘s Storytelling through Scent and Art
Skincare and fragrance brand Aesop has embarked on a captivating journey, transforming spaces worldwide into immersive sensory experiences with its Fragrant Fables campaign. This global initiative artfully blends scent and storytelling, drawing from the brand’s collection of 12 perfumes to spin tales that engage and enchant. The campaign highlights a unique olfactory paper art installation, captivating audiences with its innovative fusion of art and aroma.
Tokyo National Museum: A Harmonious Collaboration with the Olfactory Installation
At the Tokyo National Museum’s historic Hyokeikan, Aesop collaborated with Japanese papermaker Hiroko Tanino and her studio, Tesuki Washi Tanino. Known for their dedication to traditional methods, the studio is beside the Tokigawa River near the Tokigawa River, producing exquisite handmade washi paper from natural resources like paper mulberry.
This exhibition highlighted the collaboration with Tanino’s studio, showcasing finishes made for the fragrances of washi paper infused with botanical and aromatic qualities akin to the fragrances they represent. These large, suspended aromatic paper displays added texture and life to the museum’s marble-clad halls.
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Unforeseen Aer: A Sensory Experience
The showcase included a focus on Aesop’s latest scent, Unforeseen Aer. The aromatic installation featured a large, bespoke washi scroll set in simple timber frames, integrating nutmeg—a key ingredient in the fragrance—into its fibrous surface. Surrounding draped paper added to the visual and olfactory richness.
Global Interpretations of Fragrant Fables
Aesop’s installations around the world echo the essence of their fragrances through tactile displays. In each location, layers of printed sheets, wave-like structures, and dense paper formations invite visitors to explore the stories behind each scent. These narratives, titled with fable-like names, merge visual art with the evocative power of aroma through Japanese papermaking.
The campaign stages the fragrances in three phases: showcasing raw ingredients first, followed by their natural scent interpretations, and culminating in the final perfume product. This progression offers a museum installation that provides an immersive glimpse into the craftsmanship behind each fragrance.
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Interactive Elements and Global Reach
From live readings in New York to formative compositions in Taiwan, Aesop engages audiences through multisensory art installations. Central to these presentations are amber perfume bottles displayed atop white paper plinths, bringing the narratives of Fragrant Fables to life.
A wooden bookcase in Taiwan showcased both individual fragrance components and literary elements, emphasizing the narrative depths tied to the brand’s vision.
Aesop continues its tradition of integrating local craftsmanship into its projects, drawing on established relationships with artisans, architects, and designers across the globe. The brand, founded in Melbourne in 1987, continuously seeks to innovate and enchant through its thoughtful designs and partnerships, particularly through the scented artwork.
Source: dezeen.com
Frequently asked questions
What is Aesop’s Fragrant Fables campaign about?
Aesop’s Fragrant Fables campaign artfully blends scent and storytelling, drawing from the brand’s collection of 12 perfumes to spin tales that engage and enchant. The campaign highlights a unique olfactory paper art installation, captivating audiences with its innovative fusion of art and aroma.
Who did Aesop collaborate with for the Tokyo exhibition?
Aesop collaborated with Japanese papermaker Hiroko Tanino and her studio, Tesuki Washi Tanino, for the Tokyo exhibition at the Tokyo National Museum’s historic Hyokeikan.
How does the exhibition in Tokyo National Museum integrate fragrance?
The exhibition highlighted the collaboration with Tanino’s studio, showcasing finishes made for the fragrances of washi paper infused with botanical and aromatic qualities akin to the fragrances they represent. Large, suspended aromatic paper displays added texture and life to the museum’s marble-clad halls.