Skincare and fragrance brand Aesop has unveiled an algae-based bioplastic material as an alternative to conventional retail signage, presenting it across two Copenhagen stores during the 3daysofdesign festival.
The material was developed by Jessie French, founder of Melbourne-based research practice Other Matter. It is a flexible, leather-like sheet made from algae, designed as a bio-based replacement for standard signage and window decals. For the Copenhagen activation, it took on a green ombré tone to complement the launch of Aesop’s new Parsley Seed Skin Care range.
At the brand’s Nyhavn store, the material appeared as oversized product silhouettes. At its Kronprinsensgade location, it formed a window layer featuring peel-off product packaging profiles that visitors could take home, demonstrating the material’s durability and versatility.
The launch is part of Aesop’s Enduring Forms initiative, which explores bio-based material alternatives. It follows an earlier project focused on reuse, with the two together representing what the brand describes as two complementary dimensions of sustainability: circularity and biodegradability.
French’s practice centres on engineering renewable, non-petrochemical polymers. The algae bioplastic can be reused multiple times and also biodegrades when no longer needed, addressing a persistent criticism of greener alternatives: that their dual-use capability is cost-prohibitive compared to conventional options.
The application points to broader potential for the material in retail environments, including large-scale visual displays and energy-efficient window treatments.
