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Villeroy & Boch, ahead of their time - Helmut Newton

Villeroy & Boch, ahead of their time - Helmut Newton Helmut Newton, 1986
Nel 1986 Villeroy & Boch commissiona al fotografo Helmut Newton una serie di scatti fotografici per una campagna pubblicitaria che rimarrà tra le più belle di sempre. Lo stile di Helmut Newton, fotografo tra i migliori al mondo nato a Berlino nel 1920 e scomparso a Los Angeles nel 2004, è immediatamente percepibile: la situazione della scena è dinamica, il prodotto è drammaticamente incorporato in un vero racconto, erotico e sensuale, il testo è ironico ed è a sua volta un racconto nel racconto. Questa campagna fotografica ha affascinato per decenni il mondo dell'arte e della comunicazione e in Germania viene premiata come “campaign of the year” . Un critico d'arte scrive al proposito: questa arte di intendere la fotografia ha una cosa in comune con il cinema, non fa appello ai nostri desideri bensì ai nostri sogni. Villeroy & Boch entra così, venticinque anni fa, nella storia della pubblicità e nella storia dell'arte.

Courtesy of Villeroy & Boch, Germany
Special thanks to David Millon, Marketing Director-Southern Europe, Villeroy & Boch

 

Villeroy & Boch, ahead of their time - Helmut Newton

In 1986 Villeroy & Boch was able to engage the internationally-renowned photographer, Helmut Newton, to portray bathroom and tableware products in his remarkable, at times provocative, photographic presentations. This was an unusual step for the Villeroy & Boch company, which employed artistic photography as a means of image advertising, so as to express its innovation and modernity-oriented self-knowledge in a striking, contemporary manner. Newton's style is instantly recognisable. His photographic presentations have fascinated the international world of art and media for decades. His preferred subject – female eroticism, strength and self-confidence – is also the theme on which the above-mentioned Villeroy & Boch advertising campaign focuses. In their day, the photographs displayed at this exhibition met with a strong, thoroughly divided response from the public and also influenced the photographer's future method of working. For the first time here, Newton became involved with collage, the stylistic device so significant for achieving three-dimensional effects, and one which repeatedly appeared in his work from this point onwards.The campaign's photographs show stylistic features which are typical for Newton: the situation's cinematic structure in which products are strikingly incorporated, and the erotically-coloured, frequently mysterious content. It would be somewhat erroneous to regard the women with washbasins lifted above their heads as a team of renovators. An ironic text always made reference to the products, though never gave an interpretation of the situation. As one art critic wrote, this art of photographic presentation has one thing in common with film: it doesn't appeal to our desires, but instead touches our dreams.The campaign was voted "campaign of the year" by a jury of advertising experts in Germany and the "Cosmopolitan" magazine in France. With this campaign Villeroy & Boch has therefore also undoubtedly made a contribution to the history of advertising photography.

Courtesy of Villeroy & Boch, Germany
Special thanks to David Millon, Marketing Director-Southern Europe, Villeroy & Boch


 

Villeroy & Boch, ahead of their time - Helmut Newton
Helmut Newton, 1986 Villeroy & Boch, ahead of their time - Helmut Newton
Helmut Newton, 1986 http://www.helmut-newton.com http://www.villeroy-boch.com

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