Dezeen · Creativity & design

Aesop Explores Scent and Storytelling Globally

Skincare brand Aesop launched "Fragrant Fables," a global campaign in over 15 locations across 10 countries. Installations connect 12 perfumes with storytelling, using suspended paper and books to evoke scent fables.

In Tokyo, a collaboration with papermaker Hiroko Tanino featured bespoke washi paper installations. These incorporated botanical ingredients and aromatic characteristics linked to specific fragrances, forming hanging sheets and structures.

The Tokyo exhibition focused on three fragrances, allowing visitors to smell individual ingredients. A display for Unforeseen Aer included a washi scroll with nutmeg. The experience concluded with a library of written fables.

The "Fragrant Fables" campaign translated fragrances into physical displays using associated materials. Each fragrance received a fable-like name, with its story printed on book-spine-like packaging.

Presentations involved raw ingredients, their natural scent interpretation, and the final perfume. Suspended paper sheets were used across locations. Large scrolls displayed fables as texts, and paper stacks held perfume bottles.

Live readings of fables accompanied installations in some locations. A Taiwan exhibition featured a wooden bookcase with isolated fragrance ingredients.

Paper, books, raw ingredients, and amber bottles were recurring elements. Aesop, founded in Melbourne, frequently collaborates with local artisans for its projects.

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