The “Films of City Frames” initiative takes on a third edition, reflecting on the designer’s continued support for young emerging talent as well as his passion for the world of cinema. This year, Armani presents the ‘Films of City Frames’ short films in collaboration with the South by Southwest ® Conference and Festival in Austin, Texas. And as it turns out, this edition’s mentor is none other than the 26-year-old British actor Dev Patel. The premiere will be unveiled in a special installation created by Giorgio Armani on Saturday, March 11th, at the South by Southwest ® Festival in downtown Austin, TX, followed by a panel discussion by fashion critic and curator Angelo Flaccavento. The schools participating in this edition are the Prague Film School (Prague, Czech Republic), the Beijing Film Academy (Beijing, China), the Filmakademie Baden-Württemberg (Ludwigsburg, Germany) and Emerson College (Boston, U.S.A).
Indeed, the festival audience will be able to engage with the Films of City Frames initiative by going through an interactive Chatbot guide available on Facebook messenger, on the Armani Facebook page as well as on filmsofcityframes.com. Hence, Armani will be presenting a technology that allows guests the chance to explore different content in real time, with the activation starting before the event, granting show-goers the opportunity to win 2 exclusive tickets to the premiere. Come March 12th, the installation will be officially open to the public, allowing users to interact with the exhibition through Chatbot, as well as allowing them to participate in a rolling contest to win Giorgio Armani sunglasses every hour.
The movie itself unveils a collaboration with Luxottica and Rai Cinema, where students from film schools around the globe create a series of artistic short films through the narrative universe built around the Frames of Life eyewear collection.
"Cinema, just like fashion, is a wonderful medium, because it keeps endlessly renewing itself thanks to the contribution of young talents who bring their unique point of view. I am proud of my Films of City Frames initiative: we have reached edition number three, we are in Austin at South by Southwest, which represents the cutting edge of visual creativity, and we are presenting stories that are emotionally strong as they are engaging. This edition also expresses a message of true multiculturalism, which I think today is particularly important", said Giorgio Armani.
Don’t forget to visit filmsofcityframes.com, which will be showcasing live new content and a video from actor Dev Patel as he talks about the initiative. The video will also be published on Armani's social media.
