What we loved the most in 2023: Fake Out of Home

What we loved the most in 2023: Fake Out of Home

Giulia Guido · 2 months ago · Art

Quest’anno abbiamo visto di tutto. Enormi borse sfrecciare per le strade di Parigi, Barbie alte come grattacieli, monumenti tenuti al caldo da giganteschi piumini, preservativi ricoprire obelischi, immensi pacchi di natale trasportati da mongolfiere. Non siamo impazziti, è tutto vero… o quasi. 
Stiamo parlando del trend del momento nel mondo del digital advertising ed è la cosa che abbiamo amato di più nel 2023: il Fake Out of Home

Scordate i cartelloni pubblicitari, gli stendardini e le banchine della metro tappezzate di locandine. Dimenticate anche i billboard in 3D, ormai anche il Digital Out of Home è roba vecchia. Il mondo dell’advertising è andato avanti, ha unito la CGI con l’Intelligenza Artificiale e ha dato vita all’unica pubblicità che non vorremmo mai smettere di vedere su Instagram. 

Come si può evincere dal nome, il Fake Out of Home, o FOOH, comprende tutte quelle campagne che troviamo “fuori da casa”, ma che non esistono
Ok, spieghiamoci meglio. 

Avete presente quel video pubblicato da Jacquemus ad aprile in cui si vedono delle gigantesche Le Bambino Bag sfrecciare tra le strade di Parigi?! La gente era letteralmente impazzita e tutti volevano capire se fosse realmente possibile intercettarle per le strade della capitale francese. Perché sì, a volte il nostro occhio viene ingannato – e alla pubblicità piace tanto giocare su questo aspetto – e il video ha cominciato a collezionare commenti tipo “Only you would think of this” o di persone che chiedevano ad amici “did you get a chance to see these during your visit?”. 

Poco tempo dopo è stato il turno di Maybelline con un video in cui un gigantesco mascara nella metro di Londra pettina un arco di ciglia installato in testa a un treno. Anche in questo caso le persone si sono riversate in metropolitana per capire in quale fermata poterlo vedere, mentre su Instagram si domandavano “Is it real?”, “I can’t tell if it’s real or fake”, finché il trucco non è stato svelato da qualcuno che andando sulla scena del crimine ha sentenziato “I was there the other day this isn’t real”.

In entrambi i casi poco importava la realtà, ormai i video avevano fatto il giro del mondo. 

Sono bastati pochi casi per far capire ai brand che quella del Fake Out of Home era la strada giusta da intraprendere. Nella seconda metà dell’anno, infatti, siamo stati spettatori di un sempre maggior numero di campagne come quelle di Jacquemus e Maybelline. 

L’app Vestiere Collective ha fatto piovere dal cielo migliaia di vestiti che hanno interamente coperto Time Square, per l’uscita del film Barbie una barbie alta come il Burj Khalifa è uscita dalla sua scatola e ha cominciato a camminare tra i grattacieli di Dubai. Addirittura in Italia abbiamo assistito a qualche caso sporadico, come la flotta di mongolfiere marchiate Sephora pronte a sganciare immensi pacchi regalo in Piazza Duomo.  

Anche il mondo dello sport non è rimasto indifferente davanti a questa nuova tendenza. Così, per iniziare al meglio il campionato, a settembre il ChelseaFC ha deciso di appendere sul London Bridge la nuova maglia Eton Blue grande quanto tutto il ponte, mentre prima dell’inizio del Gran Prix di Las Vegas Puma ha fatto volare un enorme guanto su The Sphere. A cavalcare quest’onda è stato anche Roland-Garros che ha commissionato il poster ufficiale dell’edizione 2024 all’artista Paul Rousteau e un paio di giorni fa ha deciso di svelarlo al mondo appendendone una versione alta circa 200 metri sulla Tour Eiffel. 

Ma perché questo tipo di adv piace così tanto? Perché qui vincono tutti, sia il brand sia il pubblico. Ebbene sì, ogni brand vorrebbe il suo logo o i suoi prodotti in versione super-mega-giga prendere d’assalto qualsiasi monumento del mondo, ma farlo davvero sarebbe impossibile, non solo per i costi, ma anche per il rischio di deturpare i più importanti simboli delle città. Dall’altra parte, è l’unico caso in cui il pubblico non skippa la pubblicità – e i numeri ne sono la prova -, anzi ne vorrebbe sempre di più e ha la sensazione di non guardare un adv, ma un contenuto come tutti gli altri. 

Oggi il nostro occhio si è abituato e ha imparato – almeno in questi casi – a scindere il reale dalla finzione, nonostante ciò non vediamo l’ora che il nostro brand preferito o il film che stiamo aspettando da mesi ci sorprenda con una campagna Fake Out of Home da condividere subito con tutti i nostri amici, un po’ come è successo col preservativo gigante che srotolandosi ha coperto l’Obelisco di Buenos Aires quando è uscita l’ultima stagione di Sex Education. 

What we loved the most in 2023: Fake Out of Home
Art
What we loved the most in 2023: Fake Out of Home
What we loved the most in 2023: Fake Out of Home
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Has food truly conquered us?

Has food truly conquered us?

Anna Frattini · 2 months ago · Photography

Over the past year, the internet seems to be obsessed with food culture, fueling a trend that is now evident even in the world of visual culture. From the Tomato Girl Summer, which many mock retrospectively, to the foodie fashion girlies, Balenciaga’s collaboration with Erewhon, and the massive success of The Bear. Food appears to be experiencing a rebirth, but in the worlds of art, photography, and design, it has always been present. Is this just a passing trend, or is it the glorification of an element that has always been part of our lives?

Un’illustrazione di Maisy Summer

From Tomato Girl Summer to the pomegranate

It was only in 2020, with lockdown recipes—does anyone remember Dalgona Coffe?—that so much talk about food emerged. On TikTok, @wishbonekitchen made us dream by showing us her life as a private chef in the Hamptons this summer. Unforgettable were her Heirloom Tomato Gallette and the garden where she harvested fruits, vegetables, and herbs. In 2023, it seems to have been the summer of food not only with the release of the second season of The Bear but also with Tomato Girl Summer. On the other hand, according to Danielle Cohen on The Cut, it now seems to be the time of the pomegranate.

 
 
 
 
 
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Un post condiviso da Cansu Porsuk Rossi (@cansupo)

Thanks to its shape and the vivid red that characterizes it, this fruit is widely recognized as a symbol of fertility in many parts of the world. But not only that, we find the pomegranate in mythology, art history, and, according to Cohen, even in the Torah. In short, fruits and vegetables seem to be largely protagonists of this rebirth, so we have collected some works and photographs by artists and photographers we have talked about in the past and more.

Browsing through our archives, we remembered Michael Crichton‘s photos and his photographic series, Conceptual Food, as well as Dan Bannino, who many years ago narrated the eating habits of the powerful. But there is also Stephanie Sarley, an artist who, with fruit fingering, challenged the way the art world has represented the female reproductive organ throughout its history.

 
 
 
 
 
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Un post condiviso da Stephanie Sarley (@stephanie_sarley)

Why it seems not to be just a passing trend

The success of food in visual culture can be attributed to its tangible communicative power. We see and experience the colors and textures of food daily, all evocative elements of memories that we have been collecting forever. In conclusion, we can only wonder which will be the next fruit to receive all this attention, already dedicated to tomatoes and pomegranates, even before avocados and bananas.

Has food truly conquered us?
Photography
Has food truly conquered us?
Has food truly conquered us?
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Michel Haddi beyond the fashion shots

Michel Haddi beyond the fashion shots

Anna Frattini · 2 months ago · Photography

29 ARTS IN PROGRESS recently showcased Michel Haddi: Beyond Fashion, a photographic exhibition dedicated to the Franco-Algerian photographer, marking his first solo exhibition in Milan. Starting from January 16, the second chapter of this exhibition opens, featuring unconventional shots infused with a street and urban soul. Additionally, there are elements of irony and sensuality that highlight Haddi’s complex personality.

michel haddi
© Michel Haddi – Debbie Harry, British Vogue, London, 1994 | Courtesy of 29 ARTS IN PROGRESS gallery

In this second chapter, nude shots and unpublished works by Michel Haddi are presented, stemming from advertising campaigns he personally captured. The displayed photographs capture the spirit of their time, thanks to influential figures such as John Galliano or Patsy Kensit, who have played pivotal roles in the realms of fashion, cinema, and music.

Michel Haddi has the ability to portray his subjects with both irony and depth, and each of his shots tells a unique story. His life, marked by a turbulent start, has nevertheless propelled him to become one of the leading fashion photographers from the 1990s to the present day.

Michel Haddi beyond the fashion shots
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Michel Haddi beyond the fashion shots
Michel Haddi beyond the fashion shots
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Joel Meyerowitz is the master of color photography

Joel Meyerowitz is the master of color photography

Collater.al Contributors · 1 month ago · Photography

A few weeks ago, the Huxley-Parlour gallery in London announced the new exhibition by Joel Meyerowitz, which opened on January 17th. We couldn’t help but talk about him, the American photographer born in New York in 1938, famous for his street photography, and recognized as one of the pioneers of color photography. The London exhibition, titled “Dialogues,” highlights this aspect effectively. Pairs of photographs engage in a dialogue concerning light, color, and composition. The pairings are chosen to investigate the development of color in the artist’s work, set within non-hierarchical and unresolved compositions.

The exhibition in London

Meyerowitz’s imagery blends a distinctly American aesthetic with a meditative approach to color. Spanning from 1964 to 2011, the exhibition at Huxley-Parlour reveals Meyerowitz’s enduring interest in the sensory and evocative experiences of his surroundings. Paired with lesser-known images from the artist’s extensive archive, the exhibition features some of Meyerowitz’s most famous works, including his early street photography and images from his seminal series, Cape Light.

Joel Meyerowitz and the Color Revolution

Joel Meyerowitz is widely acknowledged as one of the first photographers, along with William Eggleston and Stephen Shore, to bring color photography from the periphery to the center of fine art photography. Historically, where black and white photography was considered a serious medium, color was widely viewed as technically inferior and aesthetically limited, relegated to advertising campaigns, television, and personal holiday photographs. In the London exhibition, it’s interesting to trace Meyerowitz’s shift from black and white to color. On display are works from “A Question of Color,” where Meyerowitz, carrying two cameras, paired black-and-white and color prints of nearly identical scenes.

Courtesy Joel Meyerowitz

Joel Meyerowitz is the master of color photography
Photography
Joel Meyerowitz is the master of color photography
Joel Meyerowitz is the master of color photography
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A photographic journey in Bangkok with Xiaomi

A photographic journey in Bangkok with Xiaomi

Giulia Guido · 1 month ago · Photography

Not even a week ago, Alessia Glaviano – Head of Global PhotoVogue – a guest on our Spigola podcast, reminded us that it no longer matters whether you shoot with a camera or a smartphone. What matters is the intention behind the shot, not the means. We pondered deeply on this statement, and although there was initially some skepticism, we concluded that to take a true stance on the matter, we had to try it ourselves: capturing moments solely with a smartphone, but with the same attitude we would have had with a professional camera. Xiaomi provided us with the opportunity and the means.

Almost by chance, Xiaomi presented us with a challenge: to visit a distant place and attempt to capture its uniqueness using the brand-new Redmi Note 13 Pro+ 5G. And so began our journey, short but very intense, in Bangkok.

All the promises of this new device – which, along with four others, forms the new Redmi Note 13 Series, further enriching the brand’s Redmi Note lineup – were substantial. Starting from the battery, rechargeable to 100% in just 19 minutes with a lasting capacity of days (not hours), and of course, the camera system consisting of 3 cameras, including a main 200 MP camera, an ultra-wide-angle camera, and a macro camera.

We decided to put Xiaomi to the test in every moment spent in the Thai capital. The first stop was at the Royal Palace and the Wat Pho temple, where the goal was to capture the colors of the mosaics and decorations.

Xiaomi

Being one of the most touristy places in the city, we encountered many people who, like us, were fascinated by the architecture of these sacred places. The Redmi Note 13 Pro+ 5G came to our aid in this moment as well. The smartphone is equipped with AI-based editing tools that, among other things, allow us to remove people who accidentally end up in our shots. You know those photos you see on Instagram of tourist spots always empty? Now you can have them too, effortlessly!

But a city is not only visited during the day; often, it comes to life at night, illuminated by a myriad of different lights. In our case, the lights were those of the legendary tuk-tuks, indispensable in a trip to Bangkok. In this case, the challenge was formidable: darkness, colored lights, movement. All the ingredients for a challenging shot were present.

Xiaomi

Not content with just the shot, we continued to play with AI tools and added a bit more movement, some stars, many stars.

When traveling, we know very well that we are not only captivated by architecture, landscape, and glimpses, but we also focus on the faces we encounter on the streets. However, we often don’t have much time to photograph them, sometimes because they move, other times because we are the ones on the move. That’s exactly what happened to us in the characteristic Thai markets, first and foremost the Floating Market.

Reviewing the photos on the return flight and at home with friends was like reliving the journey once again, leaving no detail behind.

Xiaomi

In Bangkok, on the occasion of the launch of the new Redmi Note 13 Series, the brand also introduced the brand-new Redmi Watch 4 and Redmi Buds 5 Pro. Visit Xiaomi’s website to discover all the features of these devices.

Xiaomi

Photos shot on Xiaomi Redmi Note 13 Pro+ 5G

A photographic journey in Bangkok with Xiaomi
Photography
A photographic journey in Bangkok with Xiaomi
A photographic journey in Bangkok with Xiaomi
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