The report draws together the findings of GDR, which researches and analyses retail trends, showcasing a selection of projects from design studios around the world.
Aesop was appointed to the project in July without a pitch, having worked on a Birra Moretti project that has appeared in previous GDR Creative Intelligence reports.
The consultancy created the strapline 50 Editions of Ideas that Fly, and used covers from previous editions as the materials for folded paper planes.
Each plane was then suspended from wire and individually photographed.
Martin Grimer, Aesop executive creative director, says, ‘We combined our love of books with our knack for origami to celebrate GDR Creative Intelligence’s soaring spirit and devotion to progress in the industry’.
Each issue features a piece of gold paper in the inside cover, allowing readers to create their own paper plane.
Aesop says, ‘For a hectic few weeks, Aesop was transformed into a miniature airfield, while we perfected the aerodynamics of a perfect paper plane. We wanted the recipients of the report to experience that same school-day reminiscence, which lead to the idea of the gold plane inserts.’