What happens when Poliform design crosses paths with a master of contemporary photography? When two universes, two languages, two visions of the world – on the one hand, that of a company accustomed to working with physical matter, on the other, that of an artist who writes with light? It turns out that objects have a soul, and that photography is able to grasp it. The encounter between Poliform and Paolo Roversi resulted in a series of images that, in turn, depict encounters between models and design objects. Portraits of a woman and a piece of furniture that coexist in space, in an intimacy that has the appearance of a dream.
Paolo Roversi is one of Italy's greatest photographers, the author of images that have gone down in history. His preferred domain is fashion, and he has a talent for exalting it through timeless images, in which his stylistic signature always remains recognisable. Roversi's fashion shoots and portraits of models and fashion designers are among the most famous of recent years, because, between light and dark, beyond the blurred contours of the subjects, he manages to capture something vague and elusive: the soul of people, the soul of things.
The exchange between Paolo Roversi and the subject – the model, the design object, the model together with the design object – gives rise to something that goes beyond the mere description of details, beyond the surface of things.
In a global world based on communication, a brand must look beyond its borders, open up to new experiences, and dare to be different. Meeting the brightest minds of one’s time is the most effective way to nurture creativity, because the dialogue between photography, fashion, social media, art and architecture can only generate a unique and powerful result. The encounter between Poliform and Paolo Roversi resulted in a series of images that, in turn, depict encounters between models and design objects. A meeting that is also recounted in a book.