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Vortrag
If you cannot take risk – you are not creative!
Oliviero Toscani
Tuesday, 18 May 2010, 7.30 PM
An event in co-operation with Die Neue Sammlung - The International Design Museum Munich.
'Create life, don't consume it!' His disturbing pictures – and his distinctive statements – have turned his person into a brand: Oliviero Toscani. Inextricably linked to the ascension of the fashion label 'United Colors of Benetton', he also developed the image of countless companies and brands...which, again and again, caused significant media attention. More often than not, the value thus created largely surpassed that of the original advertising campaign's budget. The forms he creates – often seemingly simple depictions – are intended to be disturbing, shocking, and revealing. 'It is the artist's duty to disobey the rules! Attention is key'. He is a unique re-former: form follows impact.
All the while it would be incorrect to reduce this literal giant's way of thinking to cheap sensationalism. The founding of the first truly global magazine 'COLORS', a magazine in which, to this day, diversity is key and the invention of the Benetton Research and Communication Center 'FABRICA' are rooted deeply in his convictions and based on his visionary strategies. This man, who would much rather discuss his work with the farmer or car mechanic next door than with photographers or marketing experts, knows all about the inner depth of the viewers of his work. Which is why his answer to Proust's question is so very fitting: 'Which reform do you admire the most?' 'The one I have in my underwear'.
The lecture will be held in English.
Referent
Internationally renowned Oliviero Toscani has spent the last three decades as one of photography’s primary creative minds. He is the innovative force behind some of the world’s most successful magazines and brands and has developed corporate images and advertising campaigns for a myriad of companies, including Esprit, Valentino, Chanel, Fiorucci and Prenatal. He built United Colors of Benetton into one of the world’s most recognized labels. He has appeared as fashion photographer in the pages of magazines such as Elle, Vogue, Uomo Vogue and GQ. Today he is currently directing his expertise towards his new research centre for modern communication. Toscani’s work has been exhibited at the Biennale of Venice, San Paolo, Triennale of Milan, Lausanne, Mexico City, Helsinky, Rome and dozens of other museums around the world.
Ort
Pinakothek der Moderne,
Ernst von Siemens-Auditorium
Barerstraße 40,
80333 München
An event in co-operation with Die Neue Sammlung - The International Design Museum Munich.
www.die-neue-sammlung.de
Eintritt
freier Eintritt
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