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I Was There – Observations on “The Society of The Spectacle”
“I Was There” is the first chapter of a long term (lifetime) project which explores western society and its obsession with success. I started by depicting the worlds of art, fashion and culture, where anxiety and struggle for success, together with the desperate need for recognition and approval are ubiquitous; where people live with the constant fear of being considered losers. The images have been taken in 2010 at Venice Architecture Biennale, Venice Film Festival, Milan and London Fashion Weeks, Frieze Art Fair in London and Paris Contemporary Art Fair (FIAC).
I chose these events because they are globalised examples of a bubble (for instance the art industry) that is on the verge of explosion. As wrote Jean Baudrillard: When one looks at the emptiness of current art, the only question is how much such a machine can continue to function in the absence of any new energy, in an atmosphere of critical disillusionment and commercial frenzy, and with all the players totally indifferent? If it can continue, how long will this illusionism last? A hundred years, two hundred? This society is like a vessel whose edges move ever wider apart, and in which the water never comes to the boil.
If one substitutes current art with current society the equation doesn’t really change, does it? And who are these indifferent players, if not us? I want to keep on exploring and understanding photographically the Hyper reality created by consumerism, where people aspirations are dangerously confused with the models of living that the society of the spectacle is constantly selling us and where need has become desire and admiration envy.
To me, it is fundamentally important to understand these social dynamics because, by creating the idea that through a selfish individualism everybody can finally reach extreme forms of wealth and success, one drastically contributes to the social and economic disparities in this world.
I was born and grew up in a small town called Latisana, in the North East of Italy, a one hour drive from Venice, where I ended up living for six years as an architecture student. It is thanks to architecture that I discovered photography, because it taught me to look at the world through different eyes.
After graduating in 2008, I was in the Italian team of architects and urbanists in the international table of consultation wanted by the French government to produce ideas for the future of Paris. I lived for seven months in the suburbs of the French capital, producing my first important body of work, Banlieue 08/09, that allowed me to be accepted last year onto the Photojournalism & Documentary Photography MA program at London College of Communication, where I graduated with Distinction.
I live and work in London and I am also part of the photography collective Five Eleven Ninety Nine.