In the ever-evolving landscape of art and culture, Migros Genève has once again proven its commitment to innovation with the launch of an extraordinary project titled 'Salvia Rosmarinus.' This groundbreaking venture, a collaboration between Geneva artist Varnish La Piscine and Migros Genève, transcends traditional advertising norms and boldly ventures into uncharted territory. Directed by Varnish and Rémi Danino, this 7-minute short film promises to reshape the way we perceive marketing in the Swiss retail sector.
The Unveiling of 'Salvia Rosmarinus': At the heart of this avant-garde project is a limited-edition packet of Migros potato chips, beautifully reimagined by the artistic prowess of Varnish La Piscine. Known for his unique aesthetic, Varnish customized the packaging, turning it into a collector's item that stands out on the shelves of supermarkets across Geneva and select Vaud locations.
The Cinematic Journey: To accompany the launch of this exclusive chip packet, Varnish went a step further by producing a 7-minute short film, challenging the conventional norms of advertising. Shot in the picturesque canton of Geneva in early November, the film takes viewers on a mesmerizing journey through the fusion of hip-hop culture, pop aesthetics, and commercial dimensions.
The film showcases Varnish La Piscine's artistry and pays homage to Migros Genève's commitment to cultural services. It cleverly intertwines the contemporary music genre of hip-hop with the rich visual universe, creating an immersive experience that transcends the boundaries of traditional advertising.
A Night of Celebration: The culmination of 'Salvia Rosmarinus' will be celebrated in grand style with an evening event at warehouse 2, Centrale Migros Genève, on Saturday, February 17, 2024. In collaboration with the Festival Antigel, this event promises to be a unique convergence of art, music, and culture. Attendees can expect a sensory experience like never before, as the event brings together the worlds of hip-hop, contemporary art, and, of course, the delightful Salvia Rosmarinus potato chips.
Migros' Cultural Legacy: The 'Salvia Rosmarinus' project not only represents a groundbreaking artistic collaboration but also underscores Migros Genève's enduring commitment to cultural enrichment. With a nod to its founder, Gottlieb Duttweiler, who makes a symbolic appearance in the film, Migros Genève aims to illuminate its DNA and embrace the essence of cultural patronage.
The Culture Percentage Initiative: Migros Genève's dedication to cultural services is not a recent phenomenon. For decades, the Culture Percentage initiative has been a cornerstone of the Migros Cooperative's ethos. The unique financial mechanism, established in 1957, has contributed 5 billion francs to civil society over nearly seven decades, setting a global standard that many have sought to emulate.
Conclusion: 'Salvia Rosmarinus' stands as a testament to Migros Genève's unwavering commitment to breaking boundaries, fostering cultural collaboration, and embracing the spirit of innovation. As the project unfolds, it becomes clear that Migros Genève is not merely a retail giant but a cultural trailblazer, shaping the future of advertising and cultural patronage in the Swiss retail sector. So, brace yourselves for an extraordinary journey through the intersection of art, culture, and the most unexpected of canvases – a packet of chips. @via dissidence.
Credits:
Directed by Varnish and Rémi Danino
Produced by DISSIDENCE & LA PISCINA
Executive Producers: Victor Fabbretti – Oumar Touré
Pierre-Louis LAUGERIAS in the role of Jerry the cyclops
Gracy HOPKINS in the role of Ben the scientist
Directeur of Photography - Asselin Gauthier
Production Manager - Joseph Ragons
Production Assistants - Henri Royné and Inès Diaz
1st Director Assistant - Clément Furic
1st DOP Assistant - Félix Sulejmanoski
2nd DOP Assistant - Maëlle Aribaud
Set Photographer - Maxime Coué
Head Electrician - Paulo Leite Da Silva
Electrician - Guillaume Epars
Electrician - Romain Schar
Electrician Sub - Honoré Jacquet
Head Machinist - Davy Meunier
Machinist - Alan Du Pasquier
Head Set Designer - Anaïs Profit
Set Designer Assistant - Prudence Palle
Ripper - Alexis Dougha
SFX Supervisor - Thibaud Vignal
Sound Engineer - Charles Darnaud
Stage Manager - Mélanie Pobel
Manager - Lucas Pistorello
Manager - Charles-Étienne Meunier
Stylist - Teresa Fini
Stylist Assistant - Erald Hoxha
Chief SFX Make up Artist - Mickaël Arasco
Make up Artist - Daniela Isabella Valenzi
Edit - David Couliau
Sound Design - Théo Lacroix et Varnish at Colors Records studio
Color Grading - Nicolas Gautier
Color Grading - Les Films du Périscope
VFX Post Production par Neels Studio
Creative Producer - Julien Claustre
VFX Supervisors - Jonathan Deniard et Frederic Mayer
Production Manager - Louise Marquer
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