Aesop, a brand celebrated for its progressive stance in skincare and fragrance, has consistently ventured into inventive design territories. Their latest endeavor, showcased at Copenhagen's 3daysofdesign, unveils a groundbreaking bioplastic alternative for window decals, developed in collaboration with Australian researcher Jessie French. This initiative, a key component of Aesop’s “Enduring Forms” project, underscores the brand’s commitment to both circularity and biodegradability in sustainable practices.
Aesop Introduces Bioplastic Window Decals: A Leap Towards Sustainable Retail Signage
In June 2026, at the esteemed 3daysofdesign event in Copenhagen, the internationally renowned skincare and fragrance company Aesop introduced a revolutionary bioplastic window decal. This innovative material, conceived by Jessie French from Melbourne-based research entity Other Matter, represents a significant stride in sustainable design, offering an eco-conscious substitute for conventional signage. The launch coincided with the debut of Aesop’s new Parsley Seed Skin Care line, specifically formulated for urban environments, making the algae-derived, green ombré material a fitting visual accompaniment.
The bioplastic was ingeniously displayed across two of Aesop’s Copenhagen storefronts. At their Nyhavn location, it took the form of oversized product silhouettes, creating a striking visual impact. Meanwhile, at the Kronprinsensgade shop, the material adorned windows as a peel-off layer, inviting visitors to interact by taking home product packaging profiles. This interactive demonstration not only highlighted the material’s durability and adaptability but also effectively communicated Aesop’s forward-thinking approach to sustainable retail.
Jessie French's pioneering work centers on engineering renewable, non-petrochemical polymers. This particular bioplastic embodies a dual sustainability strategy: it supports circularity by being reusable and offers biodegradability, allowing for responsible disposal when its lifecycle concludes. This approach directly contrasts with the often-wasteful nature of traditional, temporary retail signage, providing a viable and environmentally friendly solution.
The introduction of this bioplastic challenges the long-held notion that sustainable alternatives are inherently cost-prohibitive. With its inherent reusability and biodegradability, the argument against its practicality diminishes. Furthermore, this material opens up a spectrum of possibilities for retailers, moving beyond simple lettering and logos to enable larger-scale visual applications and even explore energy-efficient features like temperature-absorbing window elements.
This initiative, following Aesop's April launch of Aposē – a furniture collection inspired by aluminum scent tubes, further solidifies the brand's reputation as an innovator in design and sustainability. It reflects a holistic commitment to minimizing environmental impact through thoughtful material choices and design ingenuity.
From a journalist's perspective, Aesop's latest “Enduring Forms” endeavor is a compelling narrative of how leading brands can push the boundaries of corporate responsibility. It's a clear signal that sustainability is not just about avoiding harm, but about actively seeking out and implementing creative solutions that benefit both business and the planet. This bioplastic decal isn't merely a decorative element; it's a statement, a tangible example of how innovative materials can redefine retail practices and inspire broader adoption of eco-friendly alternatives. It also showcases the power of collaboration between brands and independent researchers in driving meaningful change within industries.