Kering Eyewear enters the digital art world and puts young artists on the spotlight with the ‘Through Their Eyes’ creative collaboration project

Luxury eyewear company Kering Eyewear has launched ‘Through Their Eyes’, a two-year collaboration with international multi-media artists.

The project showcases young artists who have been tasked with developing new creative concepts that tell the story of Kering Eyewear’s values and collections.

Since its founding in 2014, Kering Eyewear has been dedicated to maximising the potential of its brand portfolio through creative and sustainable means. Through this initiative, Kering Eyewear creates a direct link with the art world, with a particular focus on digital and virtual art. According to the company, digital art represents ‘the new frontier’ of creativity and technology.

Look Into My Eyewear: Camilla Falsini gives her colourful take on the Kering Eyewear brand portfolio and universe

Each season, Kering Eyewear will showcase a different artist who will interpret the aesthetic codes and values of different Kering Eyewear brands through various digital mediums. The first edition features Roman illustrator Camilla Falsini, who is known for her colourful vectors, digital collages and material applications.

Her concept is called ‘Look Into My Eyewear’. It visualises Falsini’s perception of the Kering Eyewear universe, illustrated in her distinctive, colourful and geometric style.

Falsini’s works also feature in Kering Eyewear’s Digital Retail Concept, a digitally-enhanced retail environment that has been installed in selected Kering Eyewear locations. By the end of the year, Kering Eyewear hopes to install the Digital Retail Concept across 100 points of sale globally.

The concept features large-scale digital screens that can be updated and animated in real-time, allowing merchandisers to change the look of a store with one click. Falsini’s, as well as subsequent Through Their Eyes artists’ works, will be rolled out across the Digital Retail Concept, high digital touchpoints and relevant ecommerce and cross border ecommerce platforms such as Tmall and JD.com.

“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,” commented Kering Eyewear President and CEO Roberto Vedovotto.

“Camilla Falsini’s signature style is perfectly aligned with the young and dynamic spirit of Kering Eyewear. The artist has portrayed the values of the company in an innovative way, endowing her work with an original and extremely identifiable style.”

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