OCTOBRE 2008 A PARIS PENDANT LA FIAC
Premier hors série d'ICONOfly édité pour l'exposition Performance organisée par Caroline Smulders.
Artistes invités:
Christelle Familiari
Madeleine Berkhemer
Oliver Herring
Claudia Rogge
Skall
Commissaires invités:
Susanne van Hagen
Morgan Morris
David Galloway
Caroline Smulders
Design Toan Vu-Huu
OCTOBRE 2008 A LONDRES PENDANT FRIEZE
Crocodylus Ferragamo
Vidéo commandée à l'artiste Cécile Paris, 2'55", 2008
“Je pense sans cesse à ces bottes en crocodile. J'imagine une séquence travelling. La caméra suit une fille, 30 ans, elle tient une paire de bottes dans une main comme un sac. Elle marche le long d'une rivière dans la campagne avec des arbres et des racines. Les bottes sont comme "vivantes" et il faut les promener au bord de l'eau…. ”
Pulp
Brazil
Founder of the French review ICONOfly, Olivia Bransbourg belongs to this category of persons who don’t want to stick to the landscape of the French luxury publishing.
That is why she created a different publication which puts in relation fashion accessories - as travel bags, glasses, watches and boots - with art and culture.
Each issue is sponsored by luxurious brands which bet on the review’s avant-gardist approach. Every subject is dissected through several creative aspects such as poems, texts, photos, illustrations, etc. … ICONOfly is distributed in several luxury stores through the planet.
How did the idea of Iconofly come up? Did the magazine come first
and the other activities followed suit?
During 8 years, I worked for museums, galleries and artists, in France, Germany and England. I used to travel quite a lot and was dreaming of small format magazines, easy and not heavy to carry, without "evident" advertising and where I could discover original and artistic content.
ICONOfly first issue came out in the summer 2006 and was devoted to the traveller’s bag – its history, manufacturing and artistic metamorphosis. At the time of the second issue (Diary of a Watch), brands and luxury groups started to ask me to develop specific content and commission artists to create original works for their own communication purposes. This was also the case of issue 3 (diary of Eyewear) and issue 4 (diary of Boots) which just came out.
The launch of each issue is also the opportunity of specific events with exhibition of all artworks and presentation of limited editions, each time sponsored by brands.
What are Iconofly's activities in brand communication?
ICONOfly promotes a new art of communication.
We bring together various specialists and artists in order to offer to our partner brands unique stories, original artworks and therefore arouse imagination. More concretely, here are some examples of what we have done in the past months:
- creation of limited editions (the first watchcase with Goyard, a traveller's pouch with Dognin, and soon a still confidential object with John Lobb)
- commission of a novel to french writer Marie Desplechin for Sergio Rossi
- commission of a video to french artist Cecile Paris for Salvatore Ferragamo
- reportages with all different steps involved in the making of tailor made accessories ( glasses by Alain Mikli and boots by John Lobb)
- sponsorship of events where the brands can display their own collection (Persol for the launch of the Eyewear Issue)
- Ferragamo for the launch of the Boots issue).
Do you notice any big trends in the communication market? (something that is different from ads in a magazine, or a billboard or a commercial on TV?)
Luxury brands are developping more and more collaborations with artists : Chanel & Mobile Art, Hermès & the H Box , Louis Vuitton & Richard Prince...
They are also looking for differenciated content, exploring new imaginary territorities : for example the short film "Room Service" for Dom Perignon.
What is the next issue about? When will it be released?
For the moment, we are working on three different themes: perfume, jewels and scarves.
The final choice will be a matter of inspiration, most certainly for this autumn. Keep your eyes open!
For you, what is the newest essential accessory?
The one that makes you feel unique.
Chicken or Beef?
For lunch or for dinner?
Boots are made for walking …
Launch at Le Lup, Saint-Germain des Prés
Film Philippe Saint-Gilles
Special thanks to Champagne Pol Roger, by Dahinden, Salvatore Ferragamo, le Lup, Vicky Vibes
Credit for Miss Crocodylus Ferragamo
Chiara Enrico & Charles Frandon
ssss
Quand l'accessoire devient muse ...
ICONOfly a été créé par Olivia Bransbourg en 2006.
Cette revue avant-gardiste est une passerelle unique entre l'art et la mode.
La vocation d'ICONOfly est de porter un regard neuf sur les accessoires de mode. Ses multiples facettes sont explorées : ses origines, son histoire, son savoir-faire et ses métamorphoses. ICONOfly renoue ainsi avec la commande artistique et invite des artistes à créer une œuvre originale directement inspirée par l'accessoire, devenu muse et icône. 40 artistes contemporains ont déjà participé à cette passionnante aventure ainsi qu'une dizaine de maisons de luxe.
Après le sac de voyage, les montres et les lunettes, ICONOfly sort un numéro consacré aux bottes. 40 000 exemplaires ont rejoint des lieux uniques, issus de l'univers de la mode, de l'art et de l'hôtellerie de luxe à Paris, Londres, Milan, Rome, Dubai, Hong Kong et Singapour…Au-delà de la revue et du site internet, ICONOfly propose aux marques de les accompagner dans l'exploration de leur territoire imaginaire.