Feb
10
2012
Louis Vuitton Makes Movies Fashionable
Author: adminThe Fashion House opened a new shop in an old cinema in Rome and funded new documentary Handmade Cinema
PARIS – All roads will lead to the Roma Etoile when film and fashion collide at Louis Vuittons brand new shop the Etoile Maison that just opened its doors in the Italian capital. The Roma Cinema Etoile, a historical cinema that has been closed for more than twenty years, has finally reopened as a Louis Vuitton store complete with in-house screening room.
The venue has been completely reinterpreted by architect Peter Marino and features art by Georg Dokoupil and an elliptical staircase paying tribute to baroque Italian architecture overlooking the vast space. The new shop sells luggage, leather goods, mens and womens ready-to-wear collections, shoes, watches, jewelry and accessories.
The shop houses a screening room where Vuitton plans to screen different short films every month and host movie premieres. Documentary Handmade Cinema will be the fashion houses first foray into film. The doc, produced by Luchino Visconti di Modrone, directed by Guido Torlonia,Cheap Soccer jerseys, written by Laura delli Colli and narrated by Franco-Italian actress Chiara Mastroianni, will focus on the craftsmen of Italian cinema.
“In our small little world, its a small little tribute to people who are very special to an industry that is very special,” Visconti di Modrone said in an interview of his passion project. While Vuitton helped to fund the project, dont expect to see the fashion houses legendary monogram popping up everywhere. “Its important not to flash a brand of consumers faces. People arent stupid. This is a very subtle and more refined way of doing it,” Visconti di Modrone explained. He added: “Its very rare to go into a relationship with a company who will financially support your project and not meddle at all in it. Its quite fantastic.”
So fantastic that Visconti di Modrone and his production team delved into the project before they could secure distribution. “It all began as a spur of the moment passion project. We were focused on that and are just starting to work on the distribution now. We didnt have the time before we were too taken by all of the excitement,” the producer explained.
Handmade Cinemas team is hoping that some star power added by the films narrator Franco-Italian actress Mastroianni will add more global appeal. “Chiara was the directors idea. To them, it was a natural way of tying in the two countries. She came on because naturally she was very excited about participating in a project about people shes known since she was little and she visited her father on set,” he said of the offspring of Catherine Deneuve and Marcello Mastroianni.
The film focuses on the small artisans responsible for work on epic titles like Cleopatra, Ben Hur, The Name of the Rose and Gangs of New York. “Its somewhat of a natural progression. Louis Vuitton has been a patron of the arts for the long time, so its not surprising to me that theyd invest in this,” Visconti di Modrone said.
Louis Vuitton has also begun a three-year partnership with Italys top film school the Centro Sperimentale di Cinematografia to encourage the development of new talents and discover future filmmakers, set designers and costumers. LVMH will continue to expand its empire in Italy with another store in Venice later this year.