Pierre Frey interiors serve as the backdrop for a new short film, Escapade—the story of a Parisian love affair—directed by Martial Schmeltz. According to Pierre Frey, director of international relations for Pierre Frey, the film is another way to express the creative spirit and lifestyle behind the brand.
The idea for the film, which was commissioned by Pierre Frey, came about during a conversation between Frey and director Schmeltz, his long time friend. Schmeltz developed the concept and Frey worked with Paris communications company Simone to write the script.
"It's very much who we are,” said Frey. “We are Parisian, we are classic and contemporary, cultured and playful. The film allows us to show these many facets of our brand, and the very idea of producing a film shows that we are curious and willing to be unconventional."
Frey approached Nowness.com—a website that showcases fashion, art, gastronomy, entertainment, and travel in a highly creative and technologically advanced approach—to help with the initial launch, and the film officially launched yesterday on YouTube.
Schmeltz describes the film as a nighttime romance in Paris, as a Parisian couple escapes from their daily routine by venturing out on a wild night in baroque and sensual decors dressed in Pierre Frey. "It’s a city of wild, classy, underground glamour—the perfect playground for games of seduction,” he said.
"This is a full expression of how our products are used," said Frey. "In the film we show a home, a restaurant, a hotel, a nightclub. These are not sets created for the film, they are actual locations in Paris decorated with our products."
The film was timed with the occasion of the renovation of the famous Hotel Costes in Paris, whose rooms are now fully upholstered with fabrics by Pierre Frey, and it invites viewers inside to see the best of Parisian night life dressed in Pierre Frey creations.
"Pierre Frey is a lifestyle brand," said Kim Heubner, marketing director for Pierre Frey. "That can be a challenge to show in a print ad or even in our showroom displays. Projects like this allow us to communicate that message. And the non-commercial format of the film speaks volumes about the spirit and motivation of the company. "