The Many Lives of a Garment – With this photoshoot, we aimed to capture the magic created by the new Arcademy exhibition, a poetic journey exploring the relationship we have with the clothes we wear. This includes the visionary pieces from the ITS collection and everyday garments. Revealing the details of these unique tailored pieces and their many lives was a wonderful task. Curated by Olivier Saillard and Emanuele Coccia.
Massimo Gardone was born in Genoa and bred in Palermo in a family of classical dancers. Being surrounded by an artistic milieu, Massimo begins cello studies and develops an interest in photography. Years later he stops in another coastal town, Trieste. Here, along with his business partners Alessandra and Lorenza, Massimo sets up Studio Azimut. This is where he starts working on his first black and white photographic projects centered around theatre and dance. His creative project turns into 8×10 Polaroid films, with a study on several interpretations that Massimo gives to flowers. With the introduction of digital photography he even gets to a wider spectre. Since the 1990’s Massimo cooperates with the most renowned Italian graphic designers, concentrates on still life photography and, besides that, works on different creative aspects such as design and video. His artistic vision, balanced between personal study and commissioned work, becomes visual identity for many important brands. Massimo works on each single steps of his pictures, from shooting to post-production. His photos are used both for commercial and design purposes and are on display at exhibitions and museums worldwide.
Massimo Gardone è nato a Genova e cresciuto a Palermo in una famiglia di ballerini classici. Grazie all’ambiente artistico nel quale è immerso comincia a studiare violoncello e a sviluppare un interesse per la fotografia. È un’altra città di mare quella in cui si ferma qualche anno più tardi. A Trieste fonda, insieme alle sue collaboratrici Alessandra e Lorenza, lo Studio Azimut, e qui realizza i primi progetti fotografici in bianco e nero dedicati al mondo della danza e del teatro. La sua ricerca creativa prosegue in Polaroid grande formato 8×10 con lo studio sui fiori e su tutte le loro possibili interpretazioni, studio che si amplia grazie anche alle molteplici potenzialità del digitale. Dagli anni ’90, in sinergia con i più importanti grafici italiani, si specializza nello still life e lavora su più livelli espressivi, tra fotografia, design e video. La sua visione creativa, in equilibrio tra ricerca personale e rispetto delle esigenze della committenza commerciale, viene scelta per ridefinire l’identità visiva di molti brand. Le sue immagini, delle quali segue ogni singolo passaggio, dallo scatto alla postproduzione, vengono utilizzate per un uso commerciale e applicate al design, ma anche per esposizioni artistiche e culturali in gallerie e musei.
Awards and Mentions: 2022 Compasso d’Oro Awards: honorable mention for the rebranding project for Et al. 2011 Compasso d’Oro Awards: honorable mention for the photography of the video ‘Infinity’ by Foscarini 2018 Hasselblad Masters Awards: top 10 Product Category finalist 2018 Italian Design Day 2018, Tunis: official exhibiting photographer (in cooperation with the Italian Embassy, ICE and Tunisian-Italian Chamber of Commerce)
Main clients: Aboca, Abimis, Apoteca Natura, Bassetti, Bompiani, Canus, Ceccotti Collezioni, CeramicaViva, Ceramica Gatti, DeCastelli, Diesel, Dnd, Et al., Ethimo, Foppapedretti, Foscarini, Generali, Gervasoni 1882, Giunti, illy, Internoitaliano, Italesse, ITS International Talent Support, Jannelli & Volpi, Lineapelle, Moroso, My home collection, NasonMoretti, Natuzzi, New Life Contract, Roberto Capucci Foundation, Sabolarie Haven & Hospitality S.p.a. per Danieli & C. Officine Meccaniche Spa, Tonellidesign, Very Wood, Zucchi.
