THE OPPOSITE OF GLOSSY

June 19th, 2013

 “Nobody wants to invade Marseille” claims Rudy Ricciotti,
architect of the MuCEM.

And yet everyone is flocking there since the Museum of Civilisations
of Europe & of the Mediterranean, dubbed MuCEM, opened its doors just weeks ago, the first national museum to open in the Phocean city, a project 11 years in the making. 

Having shot & directed the introductory ad campaign for this new institution, The Stimuleye introduces you to the man who designed it, a man as famous for the fights he picks as the building he designs.
Exclusive photos by René Habermacher.

RUDY_RICCIOTTI_MUCEM_731_THE_STIMULEYE_RENE_HABERMACHER
Portrait of architect Rudy Ricciotti by René Habermacher.

One side is the Fort Saint-Jean, linked to the city by a pedestrian steel bridge. A fort not unlike the Bastille – a bastion to defend Marseille against itself – the Fort Saint-Jean had been closed to the public for centuries.

On the other, also connected by a massive steel bridge, is Ricciotti’s creation, facing the Mediterranean Sea.
Refusing “architectural bling,” Ricciotti chose to have the new building dematerialize itself to complement the Fort Saint-Jean.

No reflections – leave it to the sea.

C1_MUCEM_1333_RENE_HABERMACHER_THE_STIMULEYEC2_MUCEM_1423_RENE_HABERMACHER_THE_STIMULEYE
C3_MUCEM_1362_RENE_HABERMACHER_THE_STIMULEYEC4_MUCEM_958_RENE_HABERMACHER_THE_STIMULEYE
The concrete filigree lace of the MuCEM, a second skin like a screen that allows views, light and air
to pervade the space. Photography by René Habermacher.

TV spot for the MuCEM's launch, directed by Antoine Asseraf with SayWho and Agence White.
BIRDVIEW_MUCEM_1321_RENE_HABERMACHER_THE_STIMULEYE
The MuCEM's a porous monolithic body planted on pier J4 in the Mediterranean sea, connected to the Fort Saint-Jean
with a 115m long slender pathway made of massive cast iron. Photography by René Habermacher.

Antoine Asseraf: Can you elaborate on your theory of world being split between two sides, matte and shiny ?

Rudy Ricciotti: Shiny is conceptual distance, reason, power and self-assurance.
Matte is frontal narration, intuition, defeat and regret.
Pick your side… I did.

AA: Mediterranean is a concept going beyond “local” but stopping short of  “global” — how do you situate yourself, and the building, within that notion ?

RR: The South is a travel certificate, not a birth certificate.
The inhabitants of Munich are more mediterranean than those of Grenoble.
The Valais region in the south of Switzerland more latin than the Vaucluse in the south of France, etc.
The MuCEM is mediterranean through anxiety and existential difficulty.

AA: What is your relationship to monumental architecture ?

RR: You are talking to me, you fucked my wife ?

A1_MUCEM_623_RENE_HABERMACHER_THE_STIMULEYEA2_MUCEM_919_RENE_HABERMACHER_THE_STIMULEYE
A3_MUCEM_1157_RENE_HABERMACHER_THE_STIMULEYEA4_MUCEM_687_RENE_HABERMACHER_THE_STIMULEYE
Top left: "Notre-Dame de la Garde" looming over Marseille and the the seven-level, 40 000 square meter
structure of the MuCEM. Photography by René Habermacher.
B1_MUCEM_904_RENE_HABERMACHER_THE_STIMULEYEB2_MUCEM_640_RENE_HABERMACHER_THE_STIMULEYE
B3_MUCEM_1347_RENE_HABERMACHER_THE_STIMULEYEB4_MUCEM_796_RENE_HABERMACHER_THE_STIMULEYE
As massive the volume of the MuCEM may seem at first, it is the use of negative space that gives the building
the air of the metaphysical. Photography by René Habermacher

AA: What is the last thing which stimulated you ?

RR: A fish soup made by my partner…
Read my last pamphlet to smile:
« L’Architecture est un sport de combat » [Architecture is a combat sport], edited by Textuel.

MuCEM

With SayWho & Agence White


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hanaa

November 15th, 2012

It’s not everyday that an Arab woman is chosen by a major cosmetics brand as its global spokesperson…

The Stimuleye presents “Hanaa”, a film by Antoine Asseraf & René Habermacher, starring Tunisian model Hanaa Ben Abdesslem, spokesperson for Lancôme.

Antoine Asseraf: Where are you from, and how were you discovered ?

Hanaa Ben Abdesslem: I was raised in a town on the sea coast of Tunisia named Nabeul. 
I dreamed of becoming a model since I was very young.

In 2009, I participated in a reality TV show for models in Lebanon.  There I met Sophie GalaI, who would become my manager, and in 2010 she presented me to IMG Paris, who in turn presented me to Carine Roitfeld, at the time Editor-in-Chief of Vogue Paris.

Through her introduction to Ricardo Tisci , I was chosen as a Givenchy fashion show exclusive that same season.
   
AA: You’re becoming an icon representing the “middle-eastern woman” in the fashion world and beyond,
but which people are icons to you ? Can you tell us a bit about your relationship with Farida Khelfa ?

My icons are the Tunisian women in the fashion industry, whom I admire and whose accomplishments I respect, such as Liela Menshari, Hermes window designer — she received the Golden Dido Award for her contribution to Tunisian culture and influences in world, and Afef Jenifen, who fought for Arab women’s freedom of choice and continues to defend their rights.

Farida is a great support and she always has good advice, such as “stay true to yourself.”

HANAA
a film by Antoine Asseraf & René Habermacher
starring Hanaa Ben Abdesslem
styling Yoko Miyake
hair Nicolas Eldin
make up Tracey Gray Mann
production by Clast
postproduction by The Stimuleye
text by Omar Khayyam
sound by Gnawa Diffusion
thanks Sophie Gallal

Look 1: Dolce & Gabbana
Look 2: Jil Sander by Raf Simons
Look 3: Chloé
Look 4: Stella McCartney


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films of the season: princess cornflakes

September 25th, 2012

Big is beautiful.
Biggerest is beautifuller.

The Stimuleye is proud to announce its Film of the Season™ for Vogue Italia,
its first full collaboration with CLAST productions,
a special commission for curvy clothing line For.me Elena Miro,
Princess Cornflakes.

Princess Cornflakes / ENGLISH VERSION

PRINCESS CORNFLAKES (English) from AntoineAsseraf+RenéHabermacher on Vimeo.

Princess Cornflakes / VERSION FRANÇAISE

PRINCESS CORNFLAKES (Français) from AntoineAsseraf+RenéHabermacher on Vimeo.

CREDITS:
Read the rest of this entry »


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coming soon: princess cornflakes

September 17th, 2012

Coming this week, a special collaboration with Vogue Italia,
Princess Cornflakes.

Princess Cornflakes poster by The Stimuleye

More to come…


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film of the season: Shangri-La

September 4th, 2012

The Stimuleye is proud to announce another collaboration with Kiko Mizuhara for Vivienne Tam Fall/Winter 2012/13.

Shot in temples in Kyoto, here is Shangri-La.

SHANGRI LA
a film by Antoine Asseraf
for Vivienne Tam Fall Winter 2012/13
starring Kiko Mizuhara

music Ça Va Chéri
postproduction Clast
assistant Jack
creative direction Hatsumi Yamada
production Hiromi Otsuka


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la jolla fashion film festival

July 26th, 2012

the stimuleye is happy to report that, after winning the Best Fashion Award at last year’s La Jolla Fashion Film Festival for La Main Dans Le Sac, we are in the selection again this year.

My Garden, for Vivienne Tam, starring Kiko Mizuhara is one of the 60 films selected from over 6000 in consideration…

La Jolla Fashion Film Festival opens today at the San Diego Museum of Contemporary Art,
in La Jolla, California.


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films of the season: monsieur chypre – a short film with erotokritos

May 18th, 2012

The Stimuleye is proud to announce, with the support of Vogue Italia, an “erotic fashion epic” : Monsieur Chypre.

“HE KNOWS WOMEN, AND WOMEN KNOW HIM”

Erotokritos, it’s a strange name for a fashion brand.
It’s an even stranger name for a person.
And yet, he is truly called Erotokritos Antoniadis, named after the main protagonist of medieval epic poem, a hero “born from the labors of love”.
For 15 years, his label has been seducing women of all ages, drawn to collections that go back and forth between the sophistication of Paris and the dolce vita of Cyprus…

Monsieur Chypre - Come and get it

"come and get it."

“THEY CALL HIM MONSIEUR CHYPRE”

France and Cyprus, Paris and Nicosia, it’s a long-distance couple.
In Monsieur Chypre, by Antoine Asseraf & René Habermacher, they come to life:
Loan Chabanol, channeling the nostalgia of Marguerite Duras’ The Lover, plays the tormented Parisian woman, cracking at the surface,
while Constantino Kouyialis, in his first first on-screen role, is a revelation as the seductive eponym hero, a modern day Alexis Zorbas.

Monsieur Chypre - Octopus

“AN EROTIC FASHION EPIC” we call it.

“Erotic,” how could it not be with a name like Erotokritos ?
“Fashion,” of course: stylist Michaela Dosamantes, fresh from winning Best Fashion Award at La Jolla Fashion Film Festival for La Main Dans Le Sac, mixes the season’s classic looks to capture the heroine’s transformation from “bluesy” in Vuitton to “red-hot” in Valentino.
And “epic” ? What else do you call a fashion film 10 months in the making, taking place not only in Paris but in numerous locations in Nicosia, in the salt lake facing the Hala Sultan Tekke mosque in Larnaca, in the Almyra and Anassa deluxe hotels, in small taverns by the side of the road, or in the majestic monument carved directed in the stone, the tomb of the Kings in Paphos ?

Monsieur Chypre - Mosque

“HIS VOICE IS A SONG”

All this, to the original soundtrack of Lori Schonberg and Shane Aspegren, members of Ça Va Chéri.
(Download it here).

So, now the tough questions.
Is Cyprus really like this ? A little bit. Not at all. It depends how you look at it.
It is an island of freedom in the east mediterranean, where couples from Israel and Lebanon come to escape religion. It is the birthplace of Aphrodite. You go, you decide.

So how can I meet this Mister Cyprus ? We hear that one a lot. From women (and men) of all ages. Maybe he’s real, maybe he’s a figment of our collective imagination, our repressed desires. One thing’s for sure — we can’t give you his number.

“ATTEMPTING TO CHARM HIM IS USELESS. HE IS THE ONE WHO WILL FIND.”

Monsieur Chypre
Film credits
Fashion credits
Goodies


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pilori, beyond the wall & simone fehlinger

May 6th, 2012

If you didn’t make it for the 3 days of the Hyères Fashion & Photography Festival, you still have until May 26, 2012 to see the exhibitions of the festival at the Villa Noailles in town, including Yohji Yamamoto, Jason Evans, Anouk Kruithof, Ina Jang, Cunningston & Sanderson, Chronique Curiosité, Inez & Vinoodh and… Lynsey Peisinger + The Stimuleye’s performance/installation/video hybrid, PILORI.

Until the end of May you can see at the villa the PILORI installation featuring footage of the performance (with the cooperation of Yohji Yamamoto Inc.) and video contributions by Antoine Asseraf & René Habermacher, starring François Sagat, by Jason Last & Jaime Rubiano, Clément Roncier, Sebastien Meunier + Romain Dja Douadji + Tomek Jarolim, and the winner of our internet contest, Simone Fehlinger, who met up with Filep Motwary.

PILORI (“PILLORY”) is a unique collaboration between choreographer Lynsey Peisinger and The Stimuleye for the Hyères Festival. Drawing on a pool of both local and Paris-based performers, Lynsey Peisinger conceived 2-hour performances inside a specially built space in the Villa Noailles’ Sautoir space: a wall with 4 pairs of legs poking out, moving, at rest, ignoring or harassing each other…

For its exhibition phase, the performance footage is augmented and interrupted by the footage of BEYOND THE WALL, different video artists’ renderings of what lies beyond the wall which cuts the performers in half.

clones by Antoine Asseraf & René Habermacher starring François Sagat for The Stimuleye

 CLONES starring François Sagat, by Antoine Asseraf & René Habermacher.

the stimuleye PILORI installation at Hyères

Sebastien Meunier, Romain Dja Douadji & Tomek Jarolim for BEYOND THE WALL.

The Stimuleye's BEYOND THE WALL/PILORI for Hyères

Clément Roncier for BEYOND THE WALL/PILORI.

The Stimuleye's BEYOND THE WALL/PILORI for Hyères

Jason Last & Jaime Rubiano for BEYOND THE WALL/PILORI.

Simone Fehlinger for BEYOND THE WALL / PILORI.

Filep Motwary: What is your video about?
Simone Fehlinger: my videos visualize the stories of walls. Parts of these walls are broken : colors, wallpapers peel off and uncover it’s past… The videos invite to a personal imagination of what this wall’s history is about… Now, these walls have moved to Hyères 2012 and will be part of a new story…

Filep Motwary: Why have you chosen white as your “backwards” canvas?
Surfaces are extremely exciting ! But the interesting part is not the perfectly clean, virgin, new, white layer.
It’s the layer underneath…

What is your opinion about Hyeres.
It’s legendary ! I’m really happy and honoured to be a part of…

What would be your next projects about?
My new big project is my own graphic and video design studio in Paris.

The Stimuleye

Simone Fehlinger, winner of BEYOND THE WALL contest.

PILORI at Villa Noailles
Until May 26, 2012
Hyères, FRANCE.

Special thanks to Coralie Gaultier & the Yohji Yamamoto Inc team,
Simone Fehlinger for her contribution,
and all the performers who gave their time to participate in this project.


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films of the season: monsieur chypre

April 9th, 2012

An erotic fashion epic, one year in the making, THE STIMULEYE is proud to present Monsieur Chypre – A Short Film With Erotokritos, coming April 11th on Vogue Italia.

Starring Constantino Kouyialis & Loan Chabanol, styled by Michaela Dosamantes, and directed by Antoine Asseraf & René Habermacher.

Monsieur Chypre by Antoine Asseraf & René Habermacher

“He knows women, and women know him.”

Erotokritos, it’s a strange name for a fashion brand.
It’s an even stranger name for a person.
And yet, he is truly called Erotokritos Antoniadis, named after the main protagonist of medieval epic poem, a hero “born from the labors of love”.  For 15 years, his label has been seducing women of all ages, drawn to collections that go back and forth between the sophistication of Paris and the dolce vita of Cyprus…

“They call him Monsieur Chypre.”

France and Cyprus, Paris and Nicosia, it’s a long-distance couple.
In Monsieur Chypre, by Antoine Asseraf & René Habermacher, they come to life: Loan Chabanol, channeling the nostalgia of Marguerite Duras’ The Lover, plays the tormented Parisian woman, cracking at the surface, while Constantino Kouyialis, in his first first on-screen role, is a revelation as the seductive eponym hero, a modern day Alexis Zorbas.
“An erotic fashion epic” we call it.
“Erotic,” how could it not be with a name like Erotokritos ?
“Fashion,” of course: stylist Michaela Dosamantes, fresh from winning Best Fashion Award at La Jolla Fashion Film Festival for La Main Dans Le Sac, mixes the season’s classic looks to capture the heroine’s transformation from “bluesy” in Vuitton to “red-hot” in Valentino.
And “epic” ? What else do you call a fashion film 10 months in the making, taking place not only in Paris but in numerous locations in Nicosia, in the salt lake facing the Hala Sultan Tekke mosque in Larnaca, in the Almyra and Anassa deluxe hotels, in small taverns by the side of the road, or in the majestic monument carved directed in the stone, the tomb of the Kings in Paphos ? And we haven’t even mentioned the upcoming almost 10 minutes long directors’ cut….

“His voice is a song.”

All this, to the original soundtrack of Lori Schonberg and Shane Aspegren, members of transnational surrealist indie outfit The Berg Sans Nipple.
So, now the tough questions.
Is Cyprus really like this ? A little bit. Not at all. It depends how you look at it.
It is an island of freedom in the east mediterranean, where couples from Israel and Lebanon come to escape religion.  It is the birthplace of Aphrodite. You go, you decide.
So how can I meet this Mister Cyprus ? We hear that one a lot. From women (and men) of all ages. Maybe he’s real, maybe he’s a figment of our collective imagination, our repressed desires. One thing’s for sure — we can’t give you his number.

“Attempting to charm him is useless. He is the one who will find.”

MONSIEUR CHYPRE
a film by ANTOINE ASSERAF & RENE HABERMACHER
a THE STIMULEYE production
STARRING
CONSTANTINO KOUYIALIS as MONSIEUR CHYPRE
LOAN CHABANOL (ELITE) as MADEMOISELLE PARIS
PARIS UNIT
STYLING – MICHAELA DOSAMANTES
HAIR – ROMINA MANENTI
MAKE-UP – TIINA ROIVANEN
PRODUCTION ASSISTANT – LYNSEY PEISINGER
LOCATION – HIROMI OTSUKA
CATERING – EROKITCHEN
VOICE by LYNSEY PEISINGER
MUSIC by LORI SCHONBERG + SHANE ASPEGREN
POSTPRODUCTION by THE STIMULEYE
CYPRUS UNIT
ALSO STARRING
MYRTO KOUYIALIS
DIVA MODELS:
ALEXANDRA BUNETSKAYA
KLELIA YIASEMIDOU
ANNA DOROTHEOU
LOCATIONS:
ALMYRA & ANASSA
THANOS HOTELS
ALL CLOTHES CYPRUS: EROTOKRITOS ARCHIVES
PARIS CLOTHES featuring
LOUIS VUITTON, EROTOKRITOS, LOUIS VUITTON JEWELRY, APERLAI, MARC JACOBS, DIOR, FELIPE OLIVEIRA BAPTISTA, AURELIE BIDERMAN, OLATZ, KIKI DE MONTPARNASSE, BURBERRY AND VALENTINO
THANK YOU
Dimitris Dimitriou / Cyprus Tourist Organisation in Paris
Philippos Philippou / Cyprus Airways
Pavlos Metaxas / Diva models
Antonakis Bar
Eleni Chrysostomidou
Lida Philippidou
Mary Nicolaidou
Maroulla Antoniadou
Gallery Argo Nicosia
Kostas Mantzalos
The city of Nicosia
The city of Paphos
AND
Filep Motwary

Vogue Italia

Erotokritos


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films of the season 2: My Garden starring Kiko Mizuhara

March 2nd, 2012

Part 2 of our spring fashion film series takes us to Vietnam, a land of mysterious fruits and exotic flowers.

Norwegian Wood actress, Towai Tei-singer, and model Kiko Mizuhara lets us into her garden,
for Vivienne Tam.

Read the rest of this entry »


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contest: beyond the wall

February 23rd, 2012

For the 27th edition of the Hyères Fashion + Photo Festival, The Stimuleye presents choreographer Lynsey Peisinger’s PILLORY, a performance/video/installation hybrid.

Submit your 30 seconds maximum video before April 1st for a chance to have it featured in the installation, which launches April 27th at the 2012 Hyères Fashion + Photo Festival,  next exhibits by  Yohji Yamamoto, Jasons Evans, and Inez van Laamswerde + Vinoodh Matadin.

The Stimuleye contest for Hyères 2012

Imagine what lies beyond the wall of the PILLORY installation.

All submitted videos must be
no more than 30 seconds long,
from one angle/point of view,
and submitted before April 1st, 2012.

Fore more info and video guidelines: contest@thestimuleye.com


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coming soon : monsieur chypre

February 7th, 2012

an erotic fashion epic, one year in the making….

THE STIMULEYE presents MONSIEUR CHYPRE a short film with EROTOKRITOS with Vogue Italia

MONSIEUR CHYPRE
A SHORT FILM WITH EROTOKRITOS
by Antoine Asseraf Asseraf & René Habermacher
with VOGUE ITALIA


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not lost : ræve

September 5th, 2011

Once upon a time, we made a fashion film shoot with some of the best men’s designs around.

Givenchy, Raf Simons, Ann Demeulemeester, Rick Owens, Gareth Pugh, Comme des Garçons…we had it all. We also had a great concept (think butoh meets inception), a fantastic cast (Ippei is an amazing butoh performer, while Matvey and Willy, both top men’s models, would film Woodkid’s IRON video a few days later), great hair and great make-up, everything great.

RAEVE stroke-inducing poster by Clément Roncier.

Only problem was, we never really found the time to edit it.

Until now.

So without further ado, ræve.

RAEVE
by Antoine Asseraf & René Habermacher

starring Ippei Hosuka + Willy Cartier @ Success Paris + Matvey Lykov@ Success Paris

styling Jean-Luc Française / photo assistant Laurent Dubain / styling assistant Tiphaine Menon / hair Tanya Koch @ B Agency /make-up Akiko Sakamoto / studio Le Petit Oiseau Va Sortir

editing Axelle Zecevic / Clément Roncier / postproduction Clément Roncier / music Oedo Sukeroku “Shunrai” + John Cage “Sonata V” / special thanks Jean-Marc Locatelli


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TEASER – LA MAIN DANS LE SAC

June 20th, 2011

Bags ! Lanvin ! Prada ! Crime ! Dries Van Noten ! More Bags !

It’s LA MAIN DANS LE SAC / CAUGHT RED HANDED !

TEASER - LA MAIN DANS LE SAC by Antoine Asseraf & Rene Habermacher, A Short Film With Jamin Puech for Vogue Italia.

Coming July 1st on the THE STIMULEYE, playing exclusively on Vogue Italia, our short film commissioned by Vogue Italia for bag designers Jamin Puech, “LA MAIN DANS LE SAC / CAUGHT RED HANDED”.

La Main Dans Le Sac – Website
La Main Dans Le Sac – YouTube Teaser


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COMING JUNE 1ST

May 30th, 2011

One of the reasons we’ve been away recently… La Main Dans Le Sac, a film commissioned by Vogue Italia.

The Stimuleye presents

A Short Film With Jamin Puech

for Vogue Italia

LA MAIN DANS LE SAC

“Caught red-handed”

Directed by  Antoine Asseraf & René Habermacher

Styling by Michaela Dosamantes

Assisted by Alexia Hollinger

Starring  Quinta Witzel @ IMG Paris

Make-Up by Tracy Alfajora

Hair by Romina Manenti @ Artlist

Assisted by Masako Hayashi

Filmed at Prunier, Paris

Music by Shane Aspegren & Lori Schonberg of  The Berg Sans Nipple

Thank You: Lisa Kajita, Nicolas Barruyer, Erotokritos AntoniadisYoann Lemoine.


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What will you do for the summer holidays?

May 12th, 2011

What will you do for the summer holidays? This is a question we here often these days, a perfect conversation piece celebrated from Athens to Paris, London to New York. As a result of this planning many cities will be left deserted at the peak of August. So where do we go?

Travelling, the outlook to discover new and exotic places are something that stimulates us and we look forwards to.
How we could have left that out at The Stimuleye? I don’t know, it’s almost a crime!

So we decided to start another series of special places that inspire and enlighten in one or another way. Off track, from a beach bar on a secluded island in Kenya to a spooky ryokan in Japan. And we’ll include food in addition that seems an important part of this experience. Specially considering that Stimuleye Antoine Asseraf had ran a blog around food: FOODGEEK, one of the godparents to The Stimuleye. That might all sound very TAMPOPO – and yes that’s exactly where we’re going with this.

So learn about the addresses for the best Japanese rahmen noodles or Mexican bull-meat tacos, Greek homemade pies, hefty Cuban mojitos or the perfect ring formed bread that’s handed out hung on thread to hold it best, since it’s hot and oven-fresh!

You might stay home during the summer, but nevertheless and hopefully, one of the places we’ll cover in this series starting from tomorrow, will be near you to discover. If you have a tip you believe should be shared and not left out, let us know!


Scene from alltime ultimate Japanese foodgeek movie TAMPOPO. Directed by Jûzô Itami, 1985

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Hyères Alive ! Fashion Shows & Awards Ceremony

May 1st, 2011

Semi-live from Hyères, it’s Hyères Alive !

 Hyères 2011 Fashion Shows.

Hyères 2011 Award Ceremony.

Directed by Antoine Asseraf
Filmed by Antoine Asseraf + Jason Last
Edited and post-produced by Clément Roncier
Voice and coordination by Lynsey Peisinger
Sound Design by Lori Schonberg


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I COULD BE YOURS ! jean-paul lespagnard

April 29th, 2011

In a joint interview with Caroline Daily, we talk with Yelle collaborator and 2008 Hyères winner Jean-Paul Lespagnard about his first Paris Fashion Week presentation…

I Could Be Yours - Fall/Winter 2011/12 presentation, filmed by Antoine Asseraf & René Habermacher.

Antoine Asseraf: Did your presentation go well this week?

Jean-Paul Lespagnard: It went really well. The feedback is really good.  It was very difficult to organize, obviously, but as I always say “we learn from our mistakes”. ha ha. In the beginning I wanted to do something simple and small and in the end, I found myself doing 7 shows in one day! My assistants tell me all the time that when I tell them something, I think that it is really simple, when in fact it isn’t. So when I tell them that we are going to do something difficult, but that we will succeed, they know that it is going to be a mountain of work! But really really happy with how everything went. The people from the press are really enthusiastic. The people that came by the showroom are very enthusiastic too. I had some buyers–one from a boutique in NY, one from a boutique in Hong Kong, among others.

Was it complicated to plan?

It was a personal choice to put myself in the “off” on presentations by appointment. And i think that I will continue to do that. Because, this idea of doing 6 shows in one day was difficult and I launched myself into a crazy adventure, but I really want to do it again. I think its great because people can come whenever they want to. There is something that I like about not having chairs, it was standing only. I think that the next time, what I could do is have little portable stools for people that want to sit down. I just really like the idea of something spontaneous like what we did. So something that I am going to work on and try to perfect for next time. This defilé was meant as a way for me to come back after the festival and to present my work to buyers. When the buyers came to my showroom, they said “its great, its fresh, we have never seen this before, but we are not sure where to place your work for the moment” This is good actually because now, they have 6 months to digest what they say and to think about ideas for where to place my collection and about where my stuff fits in with other designers. I really very very happy with my fashion week in Paris!
Read the rest of this entry »


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25 Hyères + POP

April 24th, 2011

Less than one week before the launch of the 26th edition of the Hyères International Fashion & Photography Festival, The Stimuleye brings you “25 Hyères” covering the 2010 edition – including interviews of Dries Van Noten, Walter Pfeiffer, Olivier Lalanne, Théo Mercier and many others.

“25 Hyères” premiered on POP, where you can also read an exclusive interview.

THE STIMULEYE presents
25 Hyères
2010 Hyères International Fashion + Photography Festival

Video and interview on THE POP.COM

A film by Antoine Asseraf

Music by
Lori Schonberg

Voice-over by
Géraldine Frainais
James Deeny

Filmed by
Antoine Asseraf
Jason Last
Yoann Lemoine

Edited by
Antoine Asseraf
NEUE / Axelle Zecevic
Yoann Lemoine

Interviews by
Antoine Asseraf
Jason Last
Diane Pernet


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Not all fun and games : Abdel Bounane

April 18th, 2011

Last month, the Gaïté Lyrique digital creation center opened its doors in Paris, after many years of construction.
A companion shop also opened next to the gorgeous building : the AMUSEMENT creative shop.
We sat down with Abdel Bounane, who is in charge of the store but also the founder and editor-in-chief of AMUSEMENT magazine.

abdel bounane
Abdel Bounane at AMUSEMENT gallery, by René Habermacher.

Antoine Asseraf : So where are we, there’s a store downstairs, but this is something else…

Abdel Bounane: This is the space where soon we will offer services and events linked to the store, and to the magazine.
The service part is probably the most interesting, because this is going to be the most original part.
For the store we try to have some original products, but for services, starting in May, you’ll be able to order a tailor-made video game.

You make an appointment, meet with one of our consultants, and give your craziest ideas regarding what you want from a video game, and we’ll be able to materialize it. It can take a few days, a few weeks, or sometimes a few months, it can cost a few hundred or a few thousand euros.

It’s a world first.
It answers the question “if you want to make a space linked to the digital world, how do you offer something original and human ?”

Something that doesn’t lag behind the virtual world.

Exactly. What is the use of being in the real world when you’re talking about the virtual ?
So for me, it is the meeting with people, the ability to explain face to face your ideas, a human and interactive touch, it’s fundamentally linked to a physical place. It wouldn’t be the same thing by Skype.

That’s one part of the services we will offer.
We will also offer a gallery side.
People have been trying to sell digital art for decades now, and they haven’t really been able to, except for installations which hard to sustain. But now tablets are here, and I feel that tablets are a good media for that art, like a canvas.

gaité lyrique
The ressource center of the Gaïté Lyrique. By René Habermacher.

That makes me think of that bloom application for iPhone, by Brian Eno…

Well, Brian Eno’s been here !
What we’re developing is the sell of pieces on tablets, offline, and also an online store of limited edition digital content, with a certificate of authenticity on our servers.

How do you co-exist with the Gaïté Lyrique proper?

Well with the digital art we’re going to be working a lot with artists from the Gaïté, such as Matt Pyke/Universal Everything,
They do a lot of cool particle effects, very pop, very colorful, and they’re don’t want something that is all over the internet, just something that is visible physically at the Gaïté, because it’s a site-specific installation, and potentially sold digitally.

That’s where the logic of the Gaïté comes in, it’s not a museum, it’s a creation center.
So it’s perfect for us, we become the distributors of content that cannot be found elsewhere, and digital limited edition fits the Gaïté perfectly.

We’re not only the commercial arm of the Gaïté, we’re here to play with new ways of crossing art and digital, video games and one-to-one distribution, or take a mass media like video games and make it personalized, how do me make something pop more haute ?
How to legitimize a physical location, with launches, workshops, etc.

gaité lyrique
Gaïté Lyrique communication.

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