Focus Armenia is a year-long Armenian cinema program hosted at Cinema Elvire Popesco in Bucharest, organized by the Union of Armenians of Romania in collaboration with the French Institute in Romania.

The concept was built around Sergei Parajanov, whose collage-like visual language and deep rootedness in Armenian iconography made him the natural creative reference. His centenary in 2024 made the connection even more deliberate.

Every element in the key visual is pulled directly from Parajanov's films: the winged figure, the carpets, the archival characters, the vintage camera. Nothing is decorative. The collage is essentially a film still made of film stills, a composition built entirely from his own visual universe, reassembled into something new. It mirrors exactly how he worked: fragmenting, layering, and recontextualizing until the image becomes more than the sum of its parts.

A deep crimson circle anchors the composition, its gold border drawing from Armenian illuminated manuscripts. The wordmark is bold and unapologetic, with the O replaced by a vintage camera lens, a typographic detail that makes the program's identity literal without spelling it out. The palette of burgundy, sand, and gold reads as both archival and ceremonial. Typography stays restrained, letting the visual complexity breathe.

The system was designed to be flexible across twelve months of programming, adapting to each screening while keeping a consistent visual signature.