Axel Arigato Unveils Its Festive Campaign for 2024

Axel Arigato is known for its experimental sneaker designs — and, of course, the signature yellow boxes they're packed inside. The Swedish brand is celebrating these boxes more than ever this winter, as its new holiday campaign takes sneakerheads and fashion enthusiasts on a trip inspired by childhood, nostalgia, and human connection.

For the new campaign, Axel Arigato invited ten guests to dine inside a life-sized Axel Arigato shoebox to create extraordinary 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," says Jens Werner, Creative Director at Axel Arigato.

"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."

Meanwhile, the campaign takes inspiration from Axel Arigato's tagline, "Good Things Come in Yellow Boxes," as the campaign combines Arigato's visual direction with a community-led dining experience, welcoming a slew of guests -- including Jordan Stephens, James Massiah, Kenya, and Demba -- from different creative disciplines.

You can take a closer look at the campaign, which is complemented with a branded carpet, a table of fresh seasonal produce, and more, above. Additionally, you can head to the brand’s website for a closer look at its gifting collections.

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