The Soul behind the Scene

Ermenegildo Zegna’s inventive video experience “A Rose Reborn” started last week.  In the first episode Stephen is facing some business issues in his small world where he eventually reaches out to an unknown universe.  Director of the film, internationally renowned Korean director Park Chan-Wook is a friend and fan of the luxury menswear brand.  For the first time working on a project combining fashion and film, he shares his ideas and insights about it.

Q: Where were some of the things that inspired you to write the script?
Park:  When they reached out to me about making a very elegant and philosophical film, and not another run-of-the-mill commercial; I accepted the proposal.  I then put my thoughts in shape by watching the videos and materials Zegna sent me.  The phone discussion Mr Stefano Pilati was decisive on the whole concept. 

Q: How do you link Zegna with the concept of the short film?
Park: We agreed to move away from the concepts of the traditional gentlemen and the elite, to arrive at the concepts for the more evolved and new breed of elite, people in power.  Although saying “people in power” could come off strange … Let’s say the new leaders, and the new gentlemen.  I then came to think of the characters as those who are style-conscious, kinder and more elegant, who pursue intelligence rather than power.  They, travelling around the world, are adept at communicating and connecting with all walks of life.  These characters don’t keep themselves within small boundaries, but they are able to think far beyond, about the whole humanity and our planet.

Q: What is the main idea of the film?
It is about creation, new starting point or challenge.  However creation or challenge doesn’t come from nothing – it comes from death or destruction.  Symbolically, new life comes with certain amount of pain, just like an infant bird has to break the egg shell to get into new life.  The same for creation process!

Q: What do you want to say to your audience with this movie?
Park: Being creative, daring, and starting anew - these things aren’t just given. Only after some kind of death, in a symbolic sense, some kind of destruction, on the ruins of breaking something down, these things can begin.  Just as a bird can only come to life once it breaks out of its shell - some sort of pain is there along with the process to get to true life or true creation.

Q: There seem to be some symbols in the short film.  Can you share what is the most interesting in your mind?
Park:  When I heard that we would cast a British actor for a leading role, I naturally thought the story would begin in London.  He would be a businessman in the financial district in London - this led me to think I should establish a landmark that everybody can instantly recognise as being in London.  I thought the Gherkin building would be the easiest one to recognise.