We launched our campaign at EP7, in the heart of Paris. The building is unusual: its facade is a wall of screens, so what plays there is not shown to an audience who bought a ticket, but to the street.
A film on a facade
For one evening the ISLI film ran several storeys high. Our shapes, our palette and our pieces moved across a building, in the middle of the city, at the scale of architecture rather than the scale of a hand.
The venue suited the work. EP7 is loud, contemporary and visual, closer to a public stage than to a gallery, and our colours are not shy. Passers-by who had no intention of discovering a jewellery brand that night saw it anyway.
What the scale taught us
Seeing your own designs enlarged that far is a test. Detail disappears; only structure survives. We learned that our world reads from a distance, because it is built on clear geometry and saturated colour rather than on fine detail.
The shapes stayed legible. The palette stayed vivid. The film carried the same energy on a facade that it does on a screen held at arm's length, which told us the visual language is solid.
Paris, out loud
ISLI is drawn in Paris and made in Casablanca, and this evening put the Paris half of that sentence in public view. It was a way of saying, plainly and at volume, that the studio is here.