Coco Song returns to Area
The Italian company is inaugurating the new year by glancing back to the past and focussing on the brand it is known from more than any other: Coco Song. Having positioned itself in the eyewear sector in 2005, the brand name synonymous with sophisticated Italian design and the perfect expression of the luxury and refinements of oriental culture will be distributed by Area in all European countries.
Strong in its tradition and know-how linked to the brand name, Area will follow the relaunch, confirming the strategic value that Coco Song has always had for this Italian and international firm.
The brand Coco Song is not merely the name of a collection of eyewear, but indeed a philosophy of style and image. Born of a study conducted in 2003 by Elisio Tessano, philosopher of the brand and designer of the collection as well as an aficionado of Oriental tradition, Coco Song eyewear was born of the combination of different ideas and experiences collected during travels, through learning, and a passion for literature.
“Coco Song was the experience that gave me the biggest thrill of my professional career,” declares Elisio Tessaro, General Manager of Area and the creative soul of the brand, “It wasn’t the creating of a collection inspired by the Orient, but rather the interpretation, transforming my experiences in that part of the world into eyewear. The Orient is no longer so far away, but it cannot be merely described; it must be experienced first hand in every way: historical, cultural, artistic. The proposal to become the new Artistic Director of Coco Song gave me great pleasure and I accepted with the same enthusiasm to throw myself back into my world, into my fairy tale.”
The relaunch plan will be followed on a level of sales by another historical figure of the company: Francesco Ferro, who has worked for Coco Song since its appearance on the market and has been head of marketing for the brand in Europe and the World since 2005.
“Coco Song is returning to the European panorama under the auspices of Area, above all to meet the requests of operators who appreciated the originality and uniqueness of the Brand. Today, Coco Song is heading back out into a market that is finally catching its breath, even if slowly, and the firm intends to be ready for tomorrow, representing a New Path for the astute partner, a vision of a truly global world where the Orient is less feared and more intriguing, as interpreted by the vision and soul of the designer Elisio Tessaro, to become that unique brand that succeeds in transforming cultural and traditional values into eyewear synonymous with sophistication, style and quality.”
The new Coco Song collection has been renewed, expanded, and enriched, but at the same time, maintains the distinctive features that have characterised it over time. Intensely evocative models combine Italian design and the use of natural materials and the vibrant colours inspired by the Orient.
A blend of elements and style that Area revived through the use of the historic advertising campaign to create continuity between past and future. By drawing inspiration from a beautiful painting against which an Oriental floral arrangement stands, a model of Asian origins glances towards the captivated viewer, beckoning him to enter a world where two universes and two cultures meet and intertwine.
MIDO will mark the return of Coco Song to the Area team and a dedicated stand will be open to invite visitors to see the new collection.
