Design Shooting by Ideal Standard, a cultural initiative combining photography and contemporary architecture

Ideal Standard, in collaboration with TOWANT, has once again become the promoter of Design Shooting: a cultural initiative from which a photographic exhibition comes to life to narrate contemporary architecture through a new, artistic and unusual gaze and to encourage the relationship and creative exchange between architecture and photography.
The exhibition aims to narrate the sites of contemporary architecture through the language of photography thanks to the photographs resulting from the dialogue between 16 photographers and 16 architecture studios that are protagonists of the contemporary architecture scene.

Each photographer, chosen for the original point of view of his or her photography, has been asked to take a shot set in one of the building sites of the studio paired with him or her, to narrate the world of design through his or her lens and personal poetics. The initiative aims to encourage a new language, free from pre-established schemes but capable of communicating the inspiration that guided the architect during the design phase. Each individual photographer has therefore contributed to recounting the reality of contemporary architecture by framing it from an exclusive angle and enriching the narrative with new nuances.

Ideal Standard, world leader in the production of high quality bathroom solutions for the contract and residential sectors, with Design Shooting wishes to promote new languages and artistic initiatives in line with its DNA, renewing its vocation as a company that has always dialogued with the world of architecture and design.
The photographic project was told through the ‘Design Shooting’ exhibition, set up from 11 to 25 April, and for the entire duration of Milan Design Week, in the setting of oTTo in via Paolo Sarpi, in the beating heart of the well-known Milanese quarter where Milan meets the Orient in a mix of styles and cultures. The public voted for their favourite photo: the three most popular images, together with another photo selected directly by all the organisers involved in the initiative, will compete for the final victory.

See all the shots at: www.designshooting.com
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