Italian shoe specialist Sergio Rossi unveiled a new short movie that pays homage to its history and expertise in the industry. Called “The Magic Kingdom,” the clip is shot at the brand’s storied manufacturing plant in San Mauro Pascoli, in the Italian region of Emilia-Romagna, and shows the stages of the shoes’ creation, from the initial vision to the final product.
“The first time I visited San Mauro Pascoli’s factory, I was fascinated by the structure, deep knowledge and methodical work of the artisans,” said Sergio Rossi Group’s chief executive officer Riccardo Sciutto. “I immediately felt the urge to tell Sergio Rossi’s story through that of its factory, which is the heart and soul of our company,” he added.
Directed by the Italian, L.A.-based Bruno Miotto, female models Lou Schoof, Bhumika Arora and gymnast Nataliya Bulycheva front the short movie wandering through the factory’s hallways and channeling modern fairy-tale characters, called Alice, Jas and Bianca, respectively. Some of the factory’s workers briefly feature in the clip, too.
“We teamed with Bruno Miotto to realize a dynamic, fun video, showing our heritage and company know-how with a brilliant and unexpected twist, but staying true to Sergio Rossi’s real DNA,” said Sciutto. “So we envisioned the factory as an enchanted kingdom, a place where magic comes alive,” he added.
“I wanted to enhance the product in a simple and fun way,” echoed director Miotto. “The Magic Kingdom is the place where magic and reality intertwine to create a contemporary fairy tale,” he concluded.
The three-minute-long video will launch exclusively on Sergiorossi.com on Dec. 1. A cut version of 60 seconds has been also realized to be shared on the label’s social media, like Facebook or YouTube, with particular focus on Instagram, where the brand has started a communication strategy on Nov. 28 with sneak peeks and will continue to share extra-contents on the characters during next week.
Founded in the Sixties, Sergio Rossi employs 560 employees, 330 of which are in Italy only, and counts 80 stand-alone stores, in addition to presence in select department stores. The label is controlled by Investindustrial, a leading European independent investment group, which counts 5.6 billion euros, or $5.9 billion, of raised fund capital.