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erwin olaf in moooi's unexpected welcome show
original content
apr 12, 2013
erwin olaf in moooi's unexpected welcome show


erwin olaf in moooi’s unexpected welcome show
image courtesy moooi
see the installation in a 360 panorama here

 

 

erwin olaf has been working with moooi for years and this year its founder and art director marcel wanders decided to devote an
entire exhibition to the photographer. the dutch company has transformed an imposing space of 1.700 m2 into a impressive assembly
of colourful living quarters with new product displays, and lounges. interior design meets artistic photography and they connect,
creating the perfect balance between two inspiring, stylish and playful realities. new creations by marcel wanders, studio job,
joost van bleiswijk, edward van vliet, neri & hu, nika zupanc, moooi works/bart schilder, bertjan pot, raimond puts, lorenza bozzoli
and zmik are revealed (an article on the new collection pieces will follow soon).

 

the photographs unfold their stories and feelings on a large scale, reaching a stunning height of 4,5 meters especially for this exhibition.
admiring them feels like stepping into a world of exceptional sophistication, permeated with the sharp intensity of human emotions and
enveloped in a dreamy haze of subtle tension.

 

 


erwin olaf interview on moooi’s unexpected welcome show
video © designboom

 

 

erwin olaf, photographer
portrait © designboom

 

 

although cleverly concealed, their hidden stories instinctively appeal and connect to our deepest sense of being, revealing the strong frailty
of the human spirit. erwin olaf has chosen to challenge the public with pieces for his series grief, fall, keyhole and berlin which respectively
challenge everyday notions, dwell on sensations of shame & guilt, or show the transcendent relation between people in a different light.

 

 

1.700 m2 of space are transformed into a impressive assembly of colourful living quarters with new product displays, and lounges
image © designboom

 

 

interior design meets artistic photography and they connect, creating the perfect balance between two inspiring, stylish and playful realities
image © designboom

 

 

new creations include work by marcel wanders, studio job, joost van bleiswijk, edward van vliet and bertjan pot
image © designboom

 

 

the photographs unfold their stories and feelings on a large scale
image © designboom

 

 

the images reach a stunning height of 4,5 meters
image © designboom

 

 

the images step into a world of exceptional sophistication, permeated with the sharp intensity of human emotions
image © designboom

 

 

moooi products in context to the photography
image © designboom

 

 

(left) exhibition space by erwin olaf, (right) founder, marcel wanders
image courtesy moooi

 

 

celebrating the successful cooperation and friendship between two highly creative souls, marcel wanders has asked renowned
photographer erwin olaf to join the moooi presentation with a grand selection of photographs from his personal work

 

 

 
moooi founders – marcel wanders + casper vissers
image © designboom

 

 

 
the making — shooting begins
image © studio erwin olaf

 

 


the creative team evaluates the results
image © studio erwin olaf

 

 

 
marcel wanders and erwin olaf
images © studio erwin olaf

 

 

erwin olaf’s work is on show at moooi’s unexpected welcome
in via savona 56. a real must-see during the milan design week.

 

 

erwin olaf
born in 1959 in hilversum (the netherlands), lives in amsterdam (the netherlands).
erwin olaf’s art implicitly visualises the unspoken, the overlooked, that which typically resists easy documentation. olaf’s trademark is to address
social issues, taboos and bourgeois conventions within the framework of a highly stylised and cunning mode of imagery. with the aid of his razor-sharp
aesthetic intuition, olaf purposely conceals his themes so that the viewer unconsciously and initially accepts the concealment found in his photo series.
yet in the end, his unconventional style never fails to deliver a dramatic visual and emotional impact. by providing scenic and striking design,
along with the utmost perfect composition in his typical, immaculate ‘olaf’ style, combined with his passion for conceiving flawless scenarios,
he vividly captures the essence of contemporary life.

 

this erwin olaf exhibition is courtesy of forma galleria. since its opening in 2005, forma galleria focuses exclusively on photography and actively promotes
international masters as well as emerging talents. thanks to the high quality and the variety of works proposed, the gallery is today a reference point for collectors.
based in milan, forma galleria is significantly contributing to the building of a photographic culture both in italy, by promoting contemporary talents and
established artists, and abroad, collaborating with international galleries and institutions such as howard greenberg gallery (ny), foam (amsterdam),
maison européenne de la photographie (paris), fotografiska stockholm and venice biennale. the gallery focuses on two directions: on one side the promotion
of new projects of contemporary artists exclusively represented in italy, like irene kung, paolo ventura, erwin olaf, alessandro imbriaco; on the other hand,
the revaluation and rediscovery of masters of italian photography. the gallery participates to international art fairs such as paris photo, artefiera bologna,
mia milan image art fair and photomarket at fotografiska stockholm.

 

moooi choose exposize as their large format print partner.

 

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