Kering Eyewear has launched the first edition in its two-year digital art and design project titled ‘Kering Eyewear Through Their Eyes’.
The project is designed to celebrate the ‘visual universe and aesthetic codes’ of the company and its products by commissioning a selection of international artists to produce creative concepts that reflect on the brand values.
They are tasked with bringing their visions to life in their own signature styles and their work is being featured in Kering Eyewear stores around the world.
The first instalment features Camilla Falsini, an illustrator, muralist and multimedia artist from Rome, whose ‘Look Into My Eyewear’ concept exudes a colourful and geometric style.
“Camilla Falsini’s signature style is perfectly aligned with the young and dynamic spirit of Kering Eyewear,” said Roberto Vedovotto, President and CEO of Kering Eyewear, which designs, develops and distributes eyewear for a portfolio of 16 brands.
“The artist has portrayed the values of the company in an innovative way, endowing her work with an original and extremely identifiable style.”
Falsini’s digital works will add a vibrant dash of colour to Kering Eyewear’s in-store Digital Retail Concepts.
The Digital Retail Concepts are set to be installed in approximately 100 points of sale around the world before the end of the year.
With them, the company can change the look of a shop in just one click thanks to the digital screens, which can be updated and animated in real time.
In addition to this, Falsini’s creations will be rolled out across several high-digital touchpoints, including relevant e-commerce platforms such as TMall and JD.com.
A different artist involved in the ‘Kering Eyewear Through Their Eyes’ project will take their turn in the spotlight at the start of each new season.
For Kering Eyewear, the project creates a direct link to the world of art and design and is a fitting way to ‘unleash the potential of each brand in a creative and sustainable way’.
As Vedovotto said: “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 with and figuratively conveying the company’s aesthetic codes and product collections.”