What is ‘Frutiger Aero’?
You’ve probably seen this aesthetic on your “For You” or explore pages many times before (I know I have!). The faux fish tanks with the blue crystal water, dolphins, grassy fields next to cities, lots of bubbles, with popular 2000s consoles and computers mixed in; Frutiger Aero is a unique retro-futuristic aesthetic that’s gaining more and more popularity right now. After seeing it pop up recently, I found myself interested in researching more about this aesthetic and Gen Z’s fascination with it.
Frutiger Aero was popular from the mid-2000s to early 2010s, and it originally derives from popular computer interface designs of the time; one major example being the icons for Windows software and applications. These designs then went on to influence other types of technology, media, and advertisements, including architecture and seventh-generation gaming consoles (such as the Nintendo Wii, Xbox 260, and PlayStation 3).
The aesthetic was named after Adrian Frutiger, the designer of the Frutiger font which is commonly associated with the aesthetic, and the term ‘Frutiger Aero’ was coined in 2017 by Sofi Xian of the Consumer Aesthetics Research Institute.
Why is it so popular right now?
It’s simple: Frutiger Aero is so fascinating to Gen Z because of its nostalgic nature. However, while retro-futurism of any era will bring nostalgia to those who lived in it, in this case, I think there’s a lot more being represented here. I believe this aesthetic represents how we grew up, since many of the design elements were staples of a typical Gen- Z childhood.
During this era, Windows Vista and Windows 7 were common operating systems on home computers. Also, the Nintendo Wii was a popular gaming console for children and families, with many fond memories stemming from its interface and games. This contributed to the nostalgic technology-focused aspect of the aesthetic. But, as for the environmental elements, many children grow up with an interest in nature, animals, and playing outside. Also, the aesthetic includes many vibrant colors, which I think may reference how we see the world brighter as children. I think the synthesis of these experiences is unintentionally represented within the aesthetic, paired with its common use at the time, making an incredibly nostalgic experience.
An important aspect of this aesthetic I believe is due to the fusion of environmental optimism and futuristic design, presenting technology and nature together in harmony for a promising future. It primarily includes vibrant colors (mostly blues and greens) and rounded shapes, giving it that futuristic and nature-focused vibe. I think this represents the hope for the future that most people had at the time, especially with all the new technological advancements that were opening new doors for society. In addition to that, I think this aesthetic represents our child-like curiosity for the earth and future that we had when we were younger– and with our current state of the world, many people have lost that sense of optimism, making the aesthetic seem like a wonderful futuristic fantasy reminding us of a previous time.
The increasing concern for the environment and the rise of AI threating to take jobs and disrupt our media, it’s no wonder we find comfort in a previous time when the possibilities for nature and technology felt endless.