Serpentine Pavilion & Aesop
Role | Concept, copy, production development

Serpentine Pavilion & Aesop was a partnership campaign exploring the architectural design by Frida Escobedo. A film and other content was captured in collaboration with cinematographer Pedro Kok.

For this campaign, we commissioned Zadie Smith, Valeria Luiselli, Rachel Kushner, and Geoff Dyer, to contribute articles to Aesop’s literary publication, The Fabulist, in a special edition pertaining to architectural structure, space, and the senses, with a foreword by Hans Ulrich Obrist.

Aesop’s London stores featured brick-work inspired by Frida Escobedo’s use of simple materials, and the campaign was promoted through Aesop’s and the Serpentine Galleries’ digital and social channels.

Retail, print, digital and social campaign