On the occasion of MIA (Milan Image Art Fair, May 10-12, 2013), the most prestigious and internationally renowned photography and video art event in Italy, Polaroid Eyewear, sponsors of the event, joined forces with the famous photographer Maurizio Galimbertion an exclusive artistic project.
Maurizio Galimberti, who is an “Instant Polaroid Artist”, as he likes to call himself, has created a unique series of sixteen “photo-mosaics” for Polaroid Eyewear that portray eight people representative of modern-day Milan. Galimberti used different photo techniques for the 16 portraits of the Polaroid Eyewear project: traditional Polaroid film for the eight photos featuring the subjects wearing glasses, and the new Polaroid “Impossible Film” emulsion for the “naked eye” shots.
Expressing the dynamics of everyday life, which becomes a cross roads of meetings and emotions, the faces of the eight have been photographed with and without their Polaroid Plus sunglasses.
All the models of the new collection feature a contemporary, easy-to-wear design and have the innovative UltraSight™ Plus lenses, the evolution of the polarized lenses. These new glue-free lenses provide 100% protection from UV raysandutmost performance in terms of reduction of eye fatigue and elimination of glare.
Roberto Vedovotto, CEO of the Safilo Group, defined Polaroid (which joined the Group in 2012, broadening the company’s range of house brands) –as “an iconic brand that unites emotions and functionality, thanks to the use of high-quality protective lenses, which have made Polaroid an internationally renowned and respected brand. The bond with photography represents the perfect marriage between technology, science and design and emphasizesthe original values and history of the Polaroid brand’s connection to light”.
The project stems from a unique bond between the artist and the brand, and their shared passions. The photos will be displayed in a dedicated exhibition space at Superstudio Più, where Galimberti’s Live Performance/Portrait will also take place on Friday evening, May 10.
“I remember when I started out in photography many, many years ago with the magical Polaroid brand”, says Maurizio Galimberti,“and now I have the opportunity to work with Polaroid again and to photograph the brand’s iconic sunglasses using its innovative film. I think it’s an intriguing ‘Dada-story’!”