Kering Eyewear teams up with French artist Greg Guillemin on creative project

By Faye Bartle |

Kering Eyewear x Greg Guillemin.

From Zero to Hero features a group of seemingly ordinary individuals with superpowers who embody Kering Eyewear’s vision and values.

Kering Eyewear has partnered with French artist Greg Guillemin (also known as Léon) to create a new artistic production as part of its two-year collaboration project titled Kering Eyewear Through Their Eyes.

Guillemin’s contemporary pop culture style creative concept, From Zero to Hero, features a group of ‘fantastical characters’ who embody Kering’s vision and values.

In a high impact burst of bright colours and comic strip heroes, the drawings highlight the company’s ‘dynamic spin and prosperous evolution’.

Passion, commitment, audacity and teamwork are the superpowers of all the seemingly ordinary individuals who, instead, turn out to be champions leading the company to achieve the major milestones marked in its eight-year history.

“Thanks to this project, Kering Eyewear takes a further step forward by approaching the world of art and using a new language, with the objective of experimenting and figuratively conveying the company’s aesthetic codes and product collections,” said Roberto Vedovotto, President and CEO of Kering Eyewear.

“Greg is an extraordinary artist who perfectly represents the youthful and vibrant spirit of Kering Eyewear.

“He has portrayed our values in a catchy and joyful way that fully expresses the company’s creative soul with a playful and fun twist.”

Roberto Vedovotto.

Roberto Vedovotto, President and CEO of Kering Eyewear. Photo: Jean-François Robert.

The visual and digital content for From Zero to Hero will be featured in dedicated retail spaces around the world.

Part of the Kering Eyewear Digital Retail Concept, these custom spaces (located in the brand’s premium locations worldwide on both domestic and travel retail) feature screens that can be updated and animated in real time, changing the look of the shop in just one click.

Guillemin’s work will be also rolled out across several high impact digital touchpoints and multiple e-commerce platforms including TMall and JD.com.

Kering Eyewear x Greg Guillemin.

French artist Greg Guillemin’s take on the Kering Eyewear headquarters, Villa Zaguri in Padova, Italy.

From Zero to Hero is the second release of the Kering Eyewear Through Their Eyes project, which launched in June 2022 as ‘an imaginative platform for international talents invited to interpret the company’s DNA from their own perspective’.

The Kering Eyewear headquarters, Villa Zaguri Padova.

A photograph of the Kering Eyewear headquarters, Villa Zaguri in Padova, Italy.

For the project, international artists are invited to interpret Kering Eyewear’s values and products using ‘new creative languages’ through different art forms.

The first edition was produced in collaboration with Rome-based artist Camilla Falsini.

Kering Eyewear x Greg Guillemin.

A closer look at the characters in From Zero to Hero.

Since it was established in 2014, Kering Eyewear has focused its efforts on developing it brand portfolio, with the objective of ‘unleashing the potential of each brand in a creative and sustainable way’.

Creating a link between the world of art and design, and spotlighting digital art that can be showcased at Kering Eyewear’s retail touchpoints around the world, is a key part of this.

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