Persol reaffirms and strengthens its connection with contemporary art in 2010. A Work of Persol – the communication platform featuring eight new talents from the international contemporary art world – has reached its second edition. Art Basel 2010 will be the exclusive venue displaying the collection of Persol art works.
Luxottica, owner of the Persol brand, presents the second edition of A Work of Persol, the communication platform that renews the bond between contemporary art and the eyewear and sunglasses brand known for its long tradition of research and quality.
The A Work of Persol project was launched in 2009 in cooperation with the Cutwater advertising agency of San Francisco (USA). It is based on the link between the creative process that originates a work of art and the unique and exclusive design process for Persol eyewear.
Since 1917, the year in which the brand was established, Persol has always been recognized for its artistic expression, which is the result of a special production process that takes place entirely in Italy and is based on manual skill, culture, passion, and dedication. It takes thirty days to make a pair of Persol glasses, and each model undergoes scrupulous quality control tests before it is sold.
This long, meticulous production process for each pair of glasses and sunglasses is the inspiration for an advertising project featuring eight international talents of contemporary art whose creative process expresses values and passions similar to those applied in the development of the Persol collections.
Specific criteria were used to carefully choose for the 2010 edition the eight artists inspired by the Persol story. Each created a work that, like Persol frames, possesses substance and artisan accuracy. These works also stand out due to their exclusive production process based on an attention to detail, technique, materials, and manual skill. The artists of A Work of Persol all share the same passion for the materiality of art and create their works with patience and dedication. Each talent produced his or her work of art using different techniques, but they all had one inspiration: Persol.
They are Anne Hardy (England), Claire Healy and Sean Cordeiro (Australia), Mustafa Hulusi (England), Seher Shah (Pakistan), Amanda Ross-Ho (United States), Guillaume Leblon (France), Wilfrid Almendra (France), and Francesco Cuomo (Italy). The last artist of the 2010 edition of the project is Persol, which creates works of art with substance and style that were designed to be worn.
Chiara Occulti, Brand Portfolio Director in Luxottica, said:
“Persol is a brand with authentic traditional values based on fine Italian craftsmanship which make this brand an unparalleled point of reference in the luxury accessories market. We are proud to renew this unique partnership in 2010 with several of the most interesting contemporary artists on the international scene. This year, too, “A Work of Persol’’ has achieved its main objective to express the style of Persol, a brand tied to traditional values even as it seeks new frontiers to conquer.”
The A Work of Persol communication platform will be composed of several subjects for advertising in the press, on posters, in video, online (www.persol.com), and in stores. They will also be broadcast in Italy and France starting in March 2010.
The 17 works of contemporary art from the 2009 and 2010 A Work of Persol collection will be on display, with the artists attending, at Art Basel 2010, the most important international event for modern and contemporary art held from June 16 to 20, 2010 in Basel (Switzerland).
