The Alessi brand has long been renowned for its sleek and innovative homeware designs, a testament to its unique approach to product creation. Collaborating with renowned industrial designers and architects, Alessi has crafted products that are not only functional but also feats of engineering, with sharp edges, mechanical quirks, and unconventional curves. The brand's signature use of polished steel further enhances the aesthetic appeal of its products. When photographer Sam Nicklin was given the opportunity to photograph some of Alessi's iconic wares, he was determined to showcase their distinctive forms in a way that would elevate them even further. With a keen eye for detail and a penchant for bold colour combinations, Sam embarked on a project that would combine Alessi's vintage advertising legacy with his own creative vision.
Sam's collaboration with Alessi, titled 'Chrome & Colour', was a series that aimed to capture the brand's essence while adding a personal touch. He wanted to define the silhouette of each object through colour, using negative space and minimal highlights to make the reflections pop. This approach was inspired by his previous work, such as the 'Colours' series, where he created photo collages of meticulously curated items in the same hue. Sam's goal was to create images that felt like adverts from the 1970s and 1980s, with a focus on colour-grading in post-production.
To achieve the desired reflections, Sam employed a time-consuming, analogue technique. He held sheets of coloured paper cut into different shapes and moved them around the objects until the reflection was exactly as he envisioned. This meticulous process, combined with the lack of a tripod, meant that everything had to be done in-camera. Sam's dedication to this method, despite its challenges, resulted in unique and captivating images.
One of the most challenging products to photograph was the La Cupola espresso coffee maker. Its taller form and domed top made it difficult to achieve clean reflections. Sam experimented with a wide-angle lens, but it made the product look surreal and detached. He then tried a symmetrical reflection, which gave it an unintended rocket-like appearance. Eventually, he settled on a slight angle with reflections made from small circles of coloured card, creating 'pockets of colour' that broke up the domed surface. This piece, despite testing his patience, became his favourite.
The Alessi project taught Sam a valuable lesson: simple ideas can have a significant impact. He realized that the final images were a result of a simple combination of colour, light, and polished steel, despite the technical process and patience required. In a world of bland product photography, Sam's work for Alessi demonstrates the power of a creative's personal vision and flair in enhancing a brand's distinct wares without overshadowing them. This collaboration showcases how innovative techniques and a thoughtful approach can elevate a brand's image and create a lasting impression on its audience.
