Kering Eyewear has unveiled the new addition to its continuing collaboration project with international multi-media artists dubbed ‘Kering Eyewear Through Their Eyes’.
The campaign, which was launched in June 2022, aims to provide a creative platform for international talents to interpret the company’s DNA from their own perspective.
After the first edition with Rome-based artist Camilla Falsini, this year’s project features the contributions of renowned French artist Grégoire Guillemin, also known as Léon. His works feature a combination of pop culture elements and everyday life.
For this collaboration, Kering Eyewear reveals Guillemin’s ‘From Zero to Hero’ composition starring a group of fantastical characters to embody the company’s vision and values.
Reimagining his popular series of digital drawings ‘The Secret Life of Heroes,’ this new work features a high-impact burst of bright colours and comic strip heroes, highlighting the eyewear maker’s “dynamic spin and prosperous evolution.”
The company sees the superpowers in this pop imagery as a symbol of passion, commitment, audacity and teamwork of the ordinary individuals who led the company’s success in only eight years since its founding in 2014.
Kering Eyewear President and CEO Roberto Vedovotto commented: “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.”
He added: “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.”
The visual and digital content ‘From Zero to Hero’ will be featured in dedicated global travel retail spaces. The digital retail concept includes impactful customised spaces featuring digital screens that be updated and animated in real-time, changing the look of the shop in one click.
Guillemin’s work will be rolled out across several digital touchpoints and ecommerce platforms including TMall and JD.com.
