- Parashoot - photographic street art in Milan.
Remember this warning from your parents? Watch where you put your feet! For Milan-based photographer and director Lorenzo Ceva Valla, that phrase takes on a whole new meaning. Because as he wanders the streets of Milan, armed with his mobile phone, he really and carefully looks at the street in all its detail, sure in his knowledge that it always has a tale to tell. Basically, he thinks that the street opens constantly new horizons to our imagination.
His exhibition during the 2018 Fuorisalone is a series of photos that Ceva Valla first began taking in 2016, calling them: Parashoot. Un diario intimo (Parashoot. An intimate diary). Coining a buzzword that plays on the assonance between the 'chute' of parachute and the 'shoot' of taking a photo, his photography can turn unseemly sights into something beautiful, extending a kind of lifeline. It's also interesting to know that everyone sees something different in these shots because even the titles given by the photographer are subjective, often connected to his mood, just like a diary. But here the diary is made of images and not of words.
In his introduction to the exhibition, photography critic Vittore Buzzi writes that “photography is not a medium used to reproduce reality", pointing the finger at how the details grasped by the photographer can become something else. In other words, they are both a new artistic dimension and the visual representation of the pathway of humans in the city. Indeed, we can see portraits of plants and dead nature in Ceva Valla's photographs, a contemporary interpretation of the transient nature of our places, the places that we consider less and less important. Still, it is also true that in his shots, the asphalt turns into a star-studded sky, the rubbish thrown on the ground are given a new life and the signage paint hides new worlds, turning all of this into colourful gems of our daily routine. So we might say that Ceva Valla turns the street and everything that comes across his path on that street into the subjects of his photographs, which are carefully post-edited to bring out textures and colours as if they were a world waiting to be discovered, the launching pad for design creativity reborn.
Parashoot is exhibiting during the 2018 Fuorisalone in Milan at the Bar Café Pavé in Porta Romana, a new entry district for the 2018 Milan Design Week. An opportunity to regroup with a snack, study the photos, then look for the details that Ceva Valla photographed on the city's streets.
by Lorenzo Ceva Valla - http://www.lorenzocevavalla.it/
16 - 28 Aoril 2018
Via della Commenda 25, Bar Pavé
Images: © Lorenzo Ceva Valla
Website Parashoot: http://parashoot.it/