Film establishes a unique dialogue with the refined calligraphic monograms by Louis Vuitton, the legendary Parisian fashion brand , it creates an universe around the "Louis Vuitton" symbol letters that would complement their aesthetics.

Visually, film establishes a unique dialogue with the refined calligraphic monograms by Louis Vuitton, the legendary Parisian suitcase maker. The idea was to create an entire universe around the "Louis Vuitton" symbol letters that would complement their aesthetics. The title of the film came from the first letter of the Greek alphabet signifying the new beginnings and foundation for a big promise in urban development of the future. It is about symbols and memories, about rejuvenation and new life. It is closer to the idea of re-birth and rejuvenation than all artist's earlier works. The rhythm of the ornaments in the film is based on rich architectural history of Paris - ampere, baroque, late classicism.—Film International