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Subject: Frutiger Aero: The face of 2000s nostalgia

Written By: LooseBolt on 05/05/23 at 3:57 am

I'm sure you've all noticed it by now: remembrance and appreciation of a mid-2000s to mid-2010s visual/advertising aesthetic dubbed "frutiger aero" has basically blown up across the internet. It's this faux eco-tech utopian aesthetic theme featuring abstract and surreal depictions of shining cities amid rolling green hills, bubbly futuristic architecture, and skeuomorphism. It showed up a lot in technology, such as the Windows XP default desktop and in advertising of consoles of the time like the Nintendo Wii and Xbox 360.

I'm agnostic on whether I like it or not, or even whether I care about something like an "aesthetic." I don't know, obsessing over a visual style just always seemed weird to me. However, I bring this up because the internet's recent obsession with frutiger aero, to me, indicates that '00s nostalgia has officially replaced '80s and '90s nostalgia as the cultural zeitgeist, at least here in the States. I've even seen some herald frutiger aero as replacing vaporwave as the main art movement of the underground.

Curious for your thoughts. Some examples below.

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