![]() ![]() Lee says it was “an attempt to make technology appear more naturalistic and organic”.įor “perhaps the most Frutiger Aero ever concentrated in one fictional character”, Lee looks to the robot EVE from the 2008 Pixar film WALL-E: “Her smooth levitation movements, the cyan LEDs for eyes, glossy black and glossy white, the ‘status LEDs’ hidden in the white torso that glow and fade in and out with a plant icon as if breathing when she enters a state of suspended motion.” ![]() Skeuomorphism refers to when objects mimic real-world objects, such as using a floppy disk to represent the save function or giving virtual icons on a screen shading to make them look like their 3D equivalents. Sofia Lee, a visual artist based in the Netherlands, coined the term and would describe it as “humanist, skeuomorphic design”. ‘Co-created with AI’: the Coca‑Cola Y3000 can. As one commenter put it on a TikTok video about the trend: “Frutiger Aero is the future we were promised and never delivered but it’s a future worth fighting for.” skip past newsletter promotion While younger audiences are drawn to its aura, for older followers of the Frutiger Aero “core”, it is a trip down memory lane. “It is a futuristic and utopian style … yet it evokes nostalgia for the early 2000s, which felt like a simpler time.” “To me, it represents a sustainable future, where rapid progress coexists with nature,” the 21-year-old says. Using it in business is, Nataly says, “a smart move”, because brands are “selling the future dressed in the past, and we’re all lining up for a taste”.īen D sells Frutiger Aero posters and stickers on Etsy, with his poster depicting dolphins and a planet filled with plants a bestseller. It’s like a cross-generational high five.” It doesn’t just tug at the heartstrings of those who remember it the first time around, it’s got this shiny, ‘retro-futuristic’ sheen that even the TikTok generation can get behind. In 2023, it makes sense from a branding and business perspective because, as Anil Nataly, the creative director at Together Agency, explains: “ is the graphic design equivalent of a greatest hits album. “It feels comforting and commercially viable as it bridges the gap between tech utopia and dystopia, especially at a time when tensions are rising online and everyone’s just trying to navigate heated digital spaces.” “It’s the sense of relatability and friendliness that makes this aesthetic feel like a welcome respite from the chaos of the outside world,” says J’Nae Phillips, the culture editor, writer and author of the Fashion Tingz newsletter. Frutiger Aero is the bottle of Palmolive soap that looks like an aquarium inside, and a fondness for Wii Sports, soundtrack and all. The candy pink and blue can for Coca-Cola’s new Y3000 drink, promoted as having been designed with help from AI, has been cited as Frutiger Aero-esque: rooted in the natural world yet glossy and clean, it leans into calming blues, greens and the blurry-background bokeh effect. Photograph: Victor VIRGILE/Gamma-Rapho/Getty Images The buzzy New York fashion brand Collina Strada has flirted with the optimism of the design style with brightly coloured, nature-inspired clothing, while sellers on Etsy are crafting merchandise that harks back to it.ĭesigner label Collina Strada on the runway at New York fashion week in 2022. The trend, say observers, is a reaction to a present-day dominated by apocalyptic warnings about AI’s power to destroy humanity, where the unchecked power, wealth and influence of Silicon Valley’s tech bros have made digital advances part of the problem rather than a chance at a solution.įrutiger Aero harks back to a time of tech-optimism, a time before iPhones when computers – like Apple’s fruit “flavoured” iMac G3 in tangerine, lime and blueberry – were seen as more in tune with nature. On YouTube, viewers are tuning in to long soothing videos with titles like “ 30 Minutes of Frutiger Aero! for all your 2000’s nostalgia needs”. On TikTok, the hashtag has had nearly 270m views and is populated with videos showing slides of Motorola flip-phones, bottlenose dolphins jumping out of swimming pools and the Apple logo filled with water and goldfish.
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