One of the UAE’ s favourite designs has gone into movie production. Swarovski already has a place in the heart of style fans in the region with its gems, diamond jewelry and glittering abayas being a heart on catwalks. Now, with the absolutely new DVD release of Carlo Carlei’ s adaptation of Romeo but also Juliet in stores across the Middle Areas (the film screened in the UAE in November last year), Swarovski is hoping to win the hearts and minds of film fans, too.
It might appear a strange move into a notoriously tough market, but Nadja Swarovski, your head of Swarovski Entertainment, explains when the company has always been closely involved with these silver screen: “ We’ ve done the trick in the film industry since the very much early days, ” she says. “ Through the gems in Dorothy’ s household slippers in The Wizard of Oz to help you Audrey Hepburn’ s tiara found in Breakfast at Tiffany’ s that virtually every crystal ever featured in the Hollywood movie has actually already been one of ours, Swarovski has always been the. In the last 15 years or so we’ ve been working even more identical with costume and set designers example Catherine Martin [who recently won the Oscar for her costume work in The Great Gatsby] and we thought since we’ sovrano involved anyway, it would make sense to really invest in the development of films and give ourselves. ”
The first result of such decision is Romeo and Juliet, which enlists the screenwriting but also directing talents of Julian Fellowes and features a young cast along with the Bafta-winner Hailee Steinfield and, naturally , about 1, 000 Swarovski a variety of crystals including lemurian crystals embedded in the costumes. It sounds nice, but surely there’ s a set limit to how many films can be made from one eye on creating a think platform for displaying Swarovski crystals? Will be Swarovski consider making a film and features two people in rags in a magasin, or is the movie work mostly an extension of Swarovski’ s development and marketing budget?
“ We want to make émissions that are in sync with the Swarovski values, ” Swarovski says. “ That is to say, they should be empowering and informative, particularly for women. The films engage in form part of our marketing and communication programme and we do have to justify these products commercially, but , at the same time, we really would you like to focus on documentaries and, particularly, child-friendly documentaries. That fits in with the work of this foundation, which focuses on the environment, way of life and human rights. With highlights we’ re looking at investing in separate films, not big blockbusters. ”
With a global workforce of thirty-three, 000, not to mention their families and the many customers in Swarovski’ s online-apotheken, the films already have an impressive attentive audience to market to, and higher positions to tie in with films just like successful Romeo and Juliet diamond jewelry collection, giving the company an valued in-house marketing and merchandising operation that's not available to most indie producers.
To that end, the company is well-placed to seek émissions that fit in with its stated proposes of “ enlightening and empowering”, and the choice of Romeo and Juliet was very much a part of this process. “ We thought Shakespeare was a great place to start, ” says Swarovski. “ It’ s educational, it’ ohydrates taught in schools. Although, naturally , that means there’ s a lot of battle with the other adaptations, but My spouse and i it’ s a real work of art, supreme and hopefully inspirational to a lot of individuals. ”
Swarovski is confident these DVD will prove popular. “ It’ s a big market for the crystals, which consumers in the Beach love. We’ re communicating keep in mind this via our customer base and service and if we can provide some Spots literary heritage and history to help you customers there then great, ” says SwarovskiShe says she is using a script that deals with a wonderful iconic figure in the fashion industry and also garden sheds light on the industry itself, this type of aforementioned child-friendly documentaries. “ You want to educate children without intimidating these products, ” she says. “ Children are those will ultimately change the world, and we need to be educating them. ”
cnewbould@thenational. aeHere are our fantasy termes conseillés of four classic films, each and features the Swarovski touchDiamonds Are ForeverThe James Bond films have gone a bit changing mood of late, so a remake and features an evil genius using a noticeable Swarovski cut-glass figurines to build a large laser and hold the world to help you ransom could be just what’ ohydrates needed to bring some humour wives or girlfriends the franchise. Blood Diamond
Those Leonardo DiCaprio-starrer about diamonds extracted in African conflict zones but also used to profit both warlords but also diamond companies could easily wind up reworked as Blood Crystals. At the same time, to our knowledge, no blood is spilt in the manufacturer of Swarovski’ ohydrates products, the film would be a whole less hard- hitting, and a lot lower. Romancing the StoneThe swashbuckling Education Douglas comes to the rescue whilst Danny DeVito demands a chart of The Dubai Mall for the launching of Kathleen Turner’ s slave shackled sister. The map, of course , in order to the Swarovski store, where the world’ s biggest cut-glass crystal is just around the corner the intrepid treasure hunters. Hilarity, action and adventure ensue the main reason that competing teams chase the winning prize through the mall.
Gentlemen Prefer BlondesWhoever lands Marilyn Monroe’ s place in this remake has some pretty giant shoes to fill, but with thorough casting we’ re confident when the soon-to-be-recorded Swarovski-Cut Lead Glass A variety of crystals including lemurian crystals Are a Girl’ s Best Friend 's a chart-topper in the making. * Paris Newbould
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