ITS Arcademy photo identity

The photographic identity of ITS Arcademy was developed by photographer Massimo Gardone.

"To capture the essence and to interpret artistic projects so full of meaning and detail, the only possible approach was to work by subtraction. Stripping the work, to get to the heart of what makes it unique. The starting point was the body, to be modeled as a font, shooting it against the light. Silhouettes to be cut out and placed on a white background. The nuances of light enhance the texture of the materials, the characters become abstract in a metaphysical landscape. A journey to capture the soul of the ITS archive.”

"In a slow, fluid narrative I sought the soul of these works of art. By crystallizing the details I began to reveal the enchantment of each individual project. I tried to create luminous worlds full of shadows, and dark worlds full of light. A journey full of textures, materials and creativity. The instinctive gesture was to treat the dress as if it were a flower. And my gaze looked upon things again."