Kering Eyewear announces the launch of the “Kering Eyewear Through Their Eyes” project: a series of collaborations with international artists to develop creative concepts aimed at revisiting the values of Kering Eyewear and its collections using new languages and bringing together different forms of art.
Since its inception in 2014, the company has dedicated its efforts to developing its brand portfolio with the objective of unlocking the potential of each brand in a creative and sustainable way. With this initiative, Kering Eyewear creates a direct link with the world of art and design, choosing digital art, a new frontier of creativity, a synthesis of technological progress and multimedia art.
Artists chosen for “Kering Eyewear Through Their Eyes” will be featured each season, contributing their art to support Kering Eyewear and interpreting, through their creative and digital vision Technologythe visual universe and the aesthetic codes of the company and its products.
For the first edition of the project, Kering Eyewear has teamed up with Camilla Falsini, a young illustrator, muralist and multimedia artist from Rome, whose style combines vector drawing, digital collage and material applications, characterized by an explosion of colors and a iconography that transposes the avant-garde artistic techniques of the 20th century into the contemporary world.
Roberto Vedovotto, President and CEO of Kering Eyewear said: “Thanks to this project, Kering Eyewear takes a new step by approaching the world of art and using a new language, with the objective of experimenting and conveying in a figurative way the aesthetic codes and product collections of the company. Camilla Falsini’s signature style fits perfectly with the young and dynamic spirit of Kering Eyewear. The artist portrayed the values of the company in an innovative way, giving his work an original and extremely identifiable style.”
The creative concept imagined by Camilla, ‘Look in my glassesfeaturing the fantastic, colorful and geometric style of the artist, offers a personal approach, with a subjective and realistic synthesis of the Kering Eyewear universe.
Digital works by Camilla Falsini will fill stores adding color to the Digital Retail Concept, a retail environment designed by Kering Eyewear and enriched by the power of digital, installed in selected locations and displayed before the end of the year in a hundred points of sale in the most prestigious shopping destinations in the world. As part of the concept, digital screens can be updated and animated in real time, changing the look of the entire store with just one click. Subsequently, the artist’s creations will be deployed across multiple highly digital touchpoints, including relevant e-commerce platforms such as TMall and JD.com.