Massimo Gammacurta
New York based photographer, , seems to be causing quite a stir in the design world lately. As it often happens in this field, in art and fashion specifically, (re)discovering something, be it not-that-new, but undeniably chic, is an event worth sharing (see Lana del Rey). Serendipity is one thing we hold dear, so when we come across these great images, we knew we had to showcase them.
The Italian born conceptual artist brought all the sugar and spice to the table with his quirky ‘Lolli-POP’ project, back in 2010. As most conceptual photographers and multimedia artists, Massimo is on a tireless quest to reinterpret and redefine the borders of reality. Or, as he likes to put it: ‘I strive to reveal the hidden facets of mundane objects and circumstances. Like actors in a play, my still life subjects act out the daily struggle for emotional balance within the frame and lens’. How did the rainbow craze get started? It could be safe to say that a sweet tooth and a fervent imagination got the ball rolling. Part of a personal experiment, deliciously colored and insanely shaped candy simply happened…
First, the artist molded juicy Nike, Chanel and Apple logos. To the excitement of IT-girls and design aficionados, soon all the posh brands found their way into the crafty hands of Massimo. His sugar realm expanded quickly, drawing the attention of numerous publications, including Wired magazine. Cutting the story short, the magazine was so bedazzeled by the lush sweets that they asked their creator to collaborate with them for a special project: he had to shape 20 lollipops for their gift guide, using a special font they had provided. The result was an epic bunch of mouth-watering pieces .
The aesthetics achieved are almost mind-blowing. I would go that far so as to even say there’s poetry in the motion captured. There’s energy and a fantastic allure stemming from those daring caramelized edges. The colors are those to give vibrancy and make the biggest visual impact. Palette- wise, it is as if the wholeness of a tropical island, with its palm trees and unearthly sunsets were captured and melted into intense degrades.
Our eyes certainly popped at the mere sight of these lollies. Unfortunately, or perhaps fortunately enough, they’re now available for collection only in print (as a book), and not hard candy.
