20 March 2011

Louis Vuitton and Sam Taylor-Wood

WHAT Louis Vuitton and Sam Taylor-Wood
WHEN 20th March 2011
WHERE www.louisvuitton.com

'  Louis Vuitton and Sam Taylor-Wood  '

Last week, before the official launch, Louis Vuitton invited special guests, celebrities and friends of the house for a private viewing of ‘Double Exposure’ at the Louis Vuitton Maison in London, New Bond Street.

Part of the brand's Double Exposure innovation, which juxtaposes old-fashioned photography with the fast-moving world of social networking, a series of films capturing the mercurial collodion process at work will be available for the public. The films and images from the shoot will be distributed and accessed via worldwide social media networks and online platforms from 16th March 2010. Louis Vuitton is proud to announce the launch of ‘Double Exposure’ an innovative digital film project that encapsulates one of the world’s oldest and most authentic image making techniques with contemporary on-line distribution.

The first execution in the series, features globally respected conceptual artist and film-maker Sam Taylor-Wood.  In the first of the series of ‘Double Exposure’, Sam Taylor-Wood shares an intimate and diverse collection of belongings, including an inspirational book by pop artist Andy Warhol, a postcard image of Francis Bacon that connects Sam with her home in London’s Primrose Hill, and a cheeky memento from her directorial feature film debut-‘Nowhere Boy’.Each of the short films will reveal two facets of the individual. Firstly, personal insights captured on film, via some treasured possessions relating to memories and stories. The second is a photographic exposure brought to life in a uniquely sophisticated portrait.

Inspired by Louis Vuitton’s belief in embracing the contemporary and avant-garde, whilst respecting and supporting authentic craftsmanship, the project invites cultural innovators and creative leaders: artists, filmmakers, and performers to sit for an individual portrait using the 19th century collodion wet plate photographic process. Amidst the frenetic hustle and bustle of the modern consumer landscape one of the key creative objectives for Louis Vuitton was to slow things down, and take a moment to capture the true essence of the sitter, in order to create something that was unique, exclusive and timeless.

In an ‘on-demand’ digital age where new images are created faster and more frequently than ever before, ‘Double Exposure’ was envisioned and commissioned by Louis Vuitton as a counterbalance to today’s disposable media culture. This age old photographic process is a luxurious and languid medium that depicts time standing still. The mercurial collodion process requires the sitter to hold a pose for 12 seconds, engaging both the subject and the viewer, with the resulting image being at once strong, intense, captivating and ethereal.
Of the experience Sam Taylor Wood says, “It’s a beautifully slow, arduous and a painstaking process, and I like that.  I like the difference between this and how speedy everything is today, including the way we take pictures.”

The importance of personalisation and provenance are also clearly evident as the films convey a rare insight into some of the sitter’s inner thoughts and memories. The full ‘Double Exposure’ film will be ready to view on line, world-wide from 16th March. A release will be issued the video will be made available to editors then.
A teaser is available for viewing and use online at: http://lvuk-doubleexposure.blip.tv/

Incredible - 10/10


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