Set at ‘The Labyrinth’, designed by Catalan architect and sculptor Xavier Corberó in Barcelona, Chimi’s Season 5 tells a story of the beauty behind composition. The campaign is fronted by renowned Swedish composer, Jacob Mühlrad, with music written by him exclusively for The Chimi Symphony.
"This collaboration wouldn’t have been possible without my many beautiful conversations with Charlie. Seeing as I rarely compose commercially, I had a great time in this new experience. I’m also grateful for the artistic freedom Chimi gave me in my work. My main source of inspiration was the imagery of light being filtered through a UV-lens, and how that could be portrayed through
the violin bow, as it creates a tone by forming friction on the string in very much the same way", says Jacob.
His works have been performed at the likes of Carnegie Hall in New York and the National Portrait Gallery in London. His latest major creation, Time, was commissioned by four of the most prominent choirs in the world, spanning from Capella San Francisco to WDR Rundfunkchor in Cologne. In 2020, his piano album 'Tröstrapporter' is set to be released. Last year, Jacob was awarded the title of 'Sweden's best dressed male' by Elle Magazine.
"With The Chimi Symphony, we wanted to visualise how we’ve constructed the core of Chimi, where the importance of every detail is what composes the craft. Each piece is as important as the other, and without a single one, you lose the entirety. It has been an absolute pleasure working with Jacob, and amazing to have been able to get an insight into his genius mind in this creative process. The campaign video is a direct result of our new visual identity along with Jacob’s musical take on Chimi", says Charlie Lindström, co-founder.
The Extended Core collection includes four unique frames as an extension of the Core assortment for this season. Experimenting with earthier tones, the styles have been handcrafted with Mazzucchelli acetate and a CR-39 lens (100% UV protected) in brown and grey gradient.
"We see the new collection as a bridge between our classic Core collection and our more limited edition capsules, where we’re constantly trying to challenge our customers. The idea behind the frames is to keep the timelessness but shape it to fit current trends", says Charlie.
Watch the video below.