‘I used to visit auctions, exhibitions and modern and contemporary art fairs, in Italy and abroad, and every time I could see that more and more photographs were being exposed next to tempera and oil paintings. These were nice shots, well framed and sold for extraordinary sums of money. I realised that the market for photography was growing, and that I could start a business in Italy to address this increasing demand’. This is what Pompeo Locatelli, Alidem’s founder, said to Maurizio Tortorella during an interview for Capital. Four photographs accompany the article: Manu in the bath by Daiane Soares, Amazing Grace by Rosetta Bonatti, Captured Pixie by Loreal Prystaj and Colosseo by Gianni Maffi.