"A strongly future-oriented tribute to light"- Ernesto Gismondi

Artemide has chosen an exceptional friend to tell the international campaign "A Tribute to Light": the advertising and documentary photographer Elliott Erwitt, a black and white photography and "life-like snaps" lover. Erwitt, who has joined the prestigious Magnum Photos agency, had already worked with Artemide, expressing the "The Human Light" philosophy (2006) and the most significant moments of the Italian lighting design brand.

With "A Tribute To Light" Ernesto Gismondi and Erwitt represent Artemide: not only the most important lights of the brand, but especially the designers who create the Artemide team.

Designer and lamps harmoniously blend in Erwitt’s photos: that is the Tolomeo family with Michele De Lucchi; or De Lucchi with LedNet, which he supports as a crown or a halo on his head:

LedNet by De LucchiOr a man on a ladder towards Maurizio Scutellà’s Pirce:

Pirce by Scutelllà

“A technological lighting appliance has a soul, suggests a story, is often a poem without written verses. Light has a fragrance, is an enrapturing luminous sound, is beautifully alive, dynamic, as well as intimate and gentle; respecting its nature, embracing its languages made of lights and shades, trying to provide multiple keys for interpretation wherever I can in the projects I address, is my own way to approach its magic nature.” - Maurizio Scutellà

The Unterlinden lamp by Herzog and De Meuron is represented as an extension of the human body of the designer, to indicate the strong bond between the creation and its creator:

Unterlinden by Herzog & De Meuron

Equilibrist by Jean Nouvel is alone on stage, with its shadow as its balance (on the other hand, Equilibrist reminds a balance, with the lamps instead of the weights), which stands out even more thanks to Erwitt’s choice of black and white:

Equilibrist by Jean Nouvel

Even Scott Wilson’s Sisifo is represented without his designer but it’s not alone on the scene: there’s a pair of glasses inspecting it at a short distance, imagining the joints of the diffuser:

Sisifo by Scott WilsonThanks to Elliott Erwitt, Artemide’s philosophy is communicated through images that, without unnecessary frills, represent Artemide and its designers as they are. A team that creates design and quality of light.

 

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