THIS SERIES BEGAN AS A STRAIGHTFORWARD STYLISTIC EXERCISE IN LUXURY WATCHMAKING. AND THEN, WE FLIPPED THE SCRIPT.
Halfway through, we stopped the process, realising it was too predictable. Not enough us, not enough Souffle. We traded prestige for the unconventional, focusing on kitsch items found online. The aim was to challenge the visual language of prestige and how a signature vision can reveal beauty in the most unexpected places.
We treated these subjects with the rigor usually reserved for noble materials.
By channeling the codes of ultra-luxury advertising, we used light to emphasize every detail of their construction. Technologically, we merged studio photography with generative AI to achieve this synthetic perfection render, an hyper-realistic finish that accentuates the contrast between the banality of the object and the preciousness of the execution.
By applying the visual codes of luxury to UNEXPECTED objects, WE CREATED A VISUAL DIALOGUE THAT REFRAMES OUR PERCEPTION.
It is a demonstration of the power of the gaze, a reminder that,with the right vision, the ordinary can become iconic.
