FLEYE Copenhagen Introduces “Flowers of Denmark”
The exceptional understanding of eyewear reflecting Scandinavian design and its alluring culture is what defines FLEYE Copenhagen. Their Danish heritage always finds a way into their characteristic campaigns aligned with a modern twist.
After working with Danish smørrebrød last year, this seasons’ campaign is dedicated to Flora Danica, an iconic collection from the 18th century of all plants in the kingdom. To keep track of their modern visual communication approach, the designers took a fresh look at the subject while creating their own floral portraits using flowers, trees, and shrubs often seen in Danish gardens.
More info: www.fleye.dk
“Our idea was to emphasize the plants and illustrate their intrinsic qualities, just like the iconic Flora Danica illustrations from the 1700s, only doing so from a very new perspective. In these still-life images, taken by photographer Ida Emilie Risager, lies the inspiration for the rich and dense frame colors as well as the structures and layerings in our newest eyewear.”
(Annette Estø, Head of Design)
The creative process was perfect for a Winter campaign with its floral portraits. Eventually, the “Flowers of Denmark” frozen in melting ice blocks built the idea of their very own version of a Danish winter garden, emphasizing its beauty and finally leading to the new shapes, structures and colours of the Autumn and Winter collection for 2018/19. The frozen water in the photographs enlarges and distorts the shape of the flowers, creating an interesting 3-dimensional effect.
A wide colour range graces 41 new designs showing deep frame colours and 11 wild patterned new acetates. Focused on solid and clean shapes the eyewear line features three basic product categories: Carbon/Wood, Acetate and Beta-Titanium.