Senza titolo #7

  • Giovanni Villa
  • 2014
  • Inv. No. 57.14.07
  • Edition 100 + 2 AP
  • Categories: Concept, Persone
Size M
60x40cm Dimensions
Digital Print on Fuji paper DP II Technique
Unframed Mounting
 
60x40cm Dimensions
Digital Print on Fuji paper DP II Technique
Mounted under plexiglass Mounting
 

In the Fifties, the ad poster began to play an important role in art and the way it expresses the city. Although we can find examples of images taken from the street and symbolic graphemes in the literature of Mallarmé and Apollinaire’s calligrams, it was not until the mid-twentieth century that this genre emerged as a well-defined art movement, called Nouveau Realisme, which saw the participation of the likes of Restany, César, Raymond Hains, Mimmo Rotella and Arman. The works of Giovanni Villa continue and update this trajectory, in a society in which posters have become increasingly enticing and competitive, battling it out in size in order to gain attention amidst a plethora of signs and meanings. To do this, street advertising has evolved, becoming luminous, dynamic and interactive. Publicity in Action – the title of the series – sums up this concept, investigating the visual dynamism present in metropolises. By analysing reality through ever-changing viewpoints, the photographer lends new form and substance to different advertising and urban elements that reveal their changes – temporal and natural, random and unique – in these works. Through superimpositions and contaminations, the action of time transforms bodies, faces and objects created for commercial purposes into new and utterly contemporary artistic compositions.
Giovanni Villa, who has been a photography amateur since childhood, embarked on an educational path devoted to investigating the techniques and formal procedures of the photographic medium. After attending the two-year course organized by Luciano Nicolini at the Ikonos school in Bologna, he worked as an assistant to Italian and foreign photographers such as Giampietro Casadei, Gèrard Rancinan, Giovanni Cabassi, Graziano Ferrari, Daniele Oberrauch, Luca Castelli, Francesco Vanstraten, Luca Capuano, Daniele Guidetti and Giovanni Giannoni. In 2004 he structured his first artistic research, Publicity in Action, setting it up as a work in progress that would continue to evolve. A few years later – in 2007 – in keeping with his artistic approach, Villa made fashion his professional focus, specializing in the field after attending a specific course at the John Kaverdash School in Milan. Focusing on backstage and runway photography, and present at the leading fashion fairs, Villa has started to work with important publications such as Showdetails, Zoom On Fashion Trends, Riser and BBM magazine.