Aesop x bocci
A limited-edition collaboration between Aesop and Bocci, featuring an exclusive reinterpretation of Bocci’s 14p light in Aesop’s signature brown hue. This bespoke piece was complemented by a year-long immersive in-store experience designed to spark curiosity, drive foot traffic, and reinforce Aesop’s position at the intersection of home, design, and sensory innovation.
The Journey
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Context
The collaboration was conceived to strengthen Aesop’s footprint in design and interiors, drive in-store engagement, and enrich brand storytelling.
Key activations included:
An immersive installation at Aesop’s Gansevoort door.
A limited-release Bocci 14p light.
A festive window displays at Aesop’s Gastown and Rockefeller Center doors during the peak festive shopping season.
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Approach
From concept to execution, the project aligned global and regional marketing, product, and creative teams around a unified vision. A campaign framework secured stakeholder support, while a strategic inventory rollout placed the collection in 15 flagship stores for maximum visibility. To build cultural resonance, Aesop’s North America team hosted two launch events to generate media coverage and organic social conversation. The digital journey was refined in collaboration with eCommerce and CRM teams, ensuring a seamless customer experience from first touchpoint to conversion.
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Result
The collection sold out within one month in Canada and two months in the U.S. Conversion rates rose in participating stores, and the campaign delivered Aesop’s second top-performing Instagram post in September 2024. Earned media included 13 press placements (47.8M reach) and 29 social placements (2.3M reach). Launch emails in the U.S. exceeded benchmark open rates, while the limited-edition Bocci 14p light set a record as Aesop’s highest-priced home object, establishing a proof point for future category expansion.
