ELEGANT HEDONISM
ELEGANT HEDONISM IS A BPM BRAND FILM CELEBRATING A WORLD OF BEAUTY, DESIRE AND THE EXOTIC
Shot on location in Sydney Australia and Directed by Australia’s most successful and sought after fashion photographer Georges Antoni, Elegant Hedonism is a cinematic experience celebrating a world of beauty, desire and the exotic.
Underpinned by themes such as privilege, indulgence and pleasure often explored by BPM, the film’s provocative and sensual narrative is distinguished by an incredible cast and crew including models Sarah Stephens and Rueben Ramacher—the much loved male muse of fashion iconoclast Hedi Slimane. Produced by Hamish Roxburgh (Brilliant Films) with Creative Direction by David Roennfeldt (3 Deep), styling by Kelvin Harries and hair by Daren Borthwick, the 65 strong crew was charged with the responsibility of bringing to life the long term vision of BPM’s Founder and Managing Director, Jonathan Hallinan.
In reflecting on the film, Hallinan recalls that “since establishing BPM, I have been constantly inspired by architecture, art, design and culture. Indeed the ability for these endeavours—these passions—to leave a trace, to enable us to see the world differently while affording us the freedom to explore the intersections of our senses, emotions and intellect. For me, Elegant Hedonism is a reflection of my desire to celebrate the BPM world and our commitment to working with some of our most celebrated artisans, actors and film makers.”
Like BPM, Elegant Hedonism isn’t grounded in a specific context, time or place with the opening scene of the film transporting viewers from the earthy confines of isolated streetscape into the lofty and digitally charged confines of a low lit boudoir. Rendered against a mechanised and surreal Dali–esque soundscape, the film progressively seeks to disconnect the viewer from their reality in order to ignite a dormant dream and emotionally connect them to a possible and hyper-real future.
In speaking about the films narrative, Georges Antoni reflects, “having the opportunity to establish such a creative and visceral world is something both rare and exciting. I really wanted the viewer to oscillate between being an active participant and a discrete voyeur by placing them into a range of circumstances throughout the narrative. Film is such a great medium to achieve this kind of tension particularly when you have two protagonists like Ruben and Sarah.”
Integral to the success of Elegant Hedonism was the incredible creative collegiality that existed from the outset between BPM and the team recalls Creative Director David Roennfeldt. “I think that this kind of outcome can only be born from the nomenclature between a visionary client, a clear and potent strategic vision and a team capable of capturing that vision on film.”
From a strategic perspective Elegant Hedonism doesn’t speak to one aspect of the BPM business but rather the artistic and cultural sensibilities of the brand. “I think that this is what fundamentally differentiates BPM from others within their space,” remarks Roennfeldt. “In understanding that in this commoditised world, luxury consumers are seeking out brands, products and experiences that are linked to the artisans that have designed and crafted them, Elegant Hedonism presents a unique insight into BPM’s world and the sensibilities of its visionary leader. The film isn’t simply a marketing exercise, it’s Jonathan’s commitment to creating and contributing to Australia’s cultural fabric.”
In speaking about his vision for the brand Hallinan adds, “I want to create a brand that stands for more than purely iconic properties. Rather, I hope to create a holistic world that is inspired by beauty, desire and the exotic—a world that others can aspire to. In creating Elegant Hedonism, I have been able to creatively convey this vision with an ongoing narrative that is an extension of how I see the world. Working with film makers allows me the opportunity to channel my imagination and challenge me to think outside the world of property. It establishing a forum for the exploration of my ideas.”
“The BPM world goes beyond an aspirational lifestyle and facilitates access to a life desired. A life of no constraints, full of pleasure, success and fulfilment” concludes Hallinan.
Elegant Hedonism premiered at The St Kilda Film Festival in Melbourne Australia on Friday 22nd May, 2015.