Solstice Celebrates Giorgio Armani "Frames of Life" Eyewear Collection and "Frames of Your Life" Campaign in the Meatpacking District During Fashion's Night Out in NYC

NEW YORK, Sept. 6, 2011 /PRNewswire/ -- SOLSTICE Sunglass Boutique will present a Giorgio Armani "Frames of Your Life" event and photo exhibit during Fashion's Night Out in New York City on Thursday, September 8th from 6:00 – 10:00pm ET in its Meatpacking District location located at 48 Ninth Avenue.  There, shoppers can discover the new Giorgio Armani "Frames of Life" Eyewear Collection and the compelling "Frames of Your Life" advertising campaign through pictures taken by famous bloggers around the world, including Yvan Rodic, the world-renowned street photographer/blogger behind the famed fashion site Face Hunter, who will personally be onsite at the event to photograph guests.

Event attendees will be served refreshments while experiencing Giorgio Armani's "Frames of Life" Eyewear Collection at SOLSTICE, as well as in the adjacent pedestrian public space which has been transformed into a Giorgio Armani Frames of Your Life outdoor photo exhibit.  Yvan Rodic, along with other photographers, will take snapshots of guests trying on their favorite Giorgio Armani frames, thus giving them a moment in the spotlight.

Guests' photos taken at the event have the opportunity to be featured on the brand's dedicated web site www.armani.com/framesofyourlife and receive a Giorgio Armani "Frames of Life" hardcover notebook in which to house his/her photo.  

Launched at the end of 2010, the Giorgio Armani "Frames of Your Life" travelling street initiative project has taken famous fashion bloggers and trendsetters on a meandering tour to the four corners of the globe, photographing everyday people on the streets of the world's major cities known for their iconic style.  Real faces that, just for a moment, have become interpreters of Giorgio Armani style.  A selection of these images has formed the inspiration behind the new Giorgio Armani Eyewear Fall/Winter 2011/2012 advertising campaign.  

"SOLSTICE'S dynamic presentation of the Giorgio Armani 'Frames of Life' Eyewear Collection during Fashion's Night Out communicates the powerful message of the campaign as a unique and personalized experience," says Rick Talmage, COO of SOLSTICE Sunglass Boutique.

"Giorgio Armani has been influencing tastemakers and trendsetters around the globe for many years and we are honored to pay tribute to this fashion forward eyewear collection by putting in on public display for all to enjoy on New York City's most exciting shopping night," Talmage added.

GIORGIO ARMANI "FRAMES OF YOUR LIFE" PROJECT

Giorgio Armani is a well-known and appreciated eyewear brand around the world and for that reason, the fashion house and its eyewear manufacturer, Safilo Group, decided to develop a global campaign capable of embracing multiple high profile cities across the globe which resulted in a travelling initiative aimed at engaging a wide and international audience.  It was a complex and ambitious endeavor which has gone beyond the promotion of the Giorgio Armani eyewear collection; the goal was to communicate a deeper message: to be one's self and to have a unique personal style of which eyewear is an important element.  

The project started in November 2010 in four trendsetting cities:  Milan, Paris, London and Berlin.  The best street shots taken by bloggers in these cities, as well as in New York, Los Angeles, Hong Kong, Beijing, Shanghai and Barcelona, have been selected and uploaded onto www.armani.com/framesofyourlife.  From there, one can vote on his/her favorite portraits and share it on Facebook.  The result of the project is a digital photography book presenting Giorgio Armani eyewear as seen through the lenses of these international bloggers and photographers – a showcase of the street looks they found the most stylish and representative of the Giorgio Armani aesthetic.  

The images have been turned into a consumer advertising campaign that is running currently for Fall/Winter 2011/12.  Each campaign image is a composition of different snapshots, the faces are different as are the photographers themselves. They are arranged in grids resembling the pixels on a computer screen, or similar to the layout of a social networking site, all in black and white, for an enhanced pictorial effect. The result is a campaign of edgy iconographic vibrancy, close to the cut and thrust of life, through which Giorgio Armani has radically redefined its relationship with the public by actively involving them in this innovative project.

Through an expression of movement and dynamism, the "Frames of Life" project will continue in 2012, evolving into new forms.  The only constant is Giorgio Armani style, sophisticated and unmistakable.

ABOUT SOLSTICE

SOLSTICE Sunglass Boutique is an upscale sunglass specialty chain owned and operated by Solstice Marketing Concepts (SMC), LLC, the New York City based subsidiary of the renowned Italian designer eyewear manufacturer Safilo Group. For general information and store locations, visit www.SOLSTICEsunglasses.com or call SOLSTICE toll free 1-866-280-7620.

SOURCE SOLSTICE Sunglass Boutique

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