Sherwin-Williams Italy has chosen the distinguished lens of Luca Capuano for the pictures of the new “Sayerlack World” photographic campaign, with the aim of focusing on the spaces, the people and their rhythms, the environment and the “backstage” where the Sayerlack products and solutions are devised and realized on a daily basis. Distilling the prestige of innovation, the energy of creativity and the authority of precision in a collection of photographs, Luca Capuano has theorized, by unravelling it, a traceable leitmotiv also in the silky glare emitted by an empty paint can. An expert eye that has wandered before settling in an environment that has intensely influenced his emotions.
Luca Capuano, class of 1974 and influential photographer of industrial architecture, has participated in very important architectural projects in collaboration with prestigious publishing houses, museums and trade magazines in addition to realizing important reportage for UNESCO and the Italian Ministry of Cultural Heritage and Activities and Tourism. He teaches at the ISIA (Higher Institute for Artistic Industries) of Urbino and the IED (European Institute of Design) of Rome.
Industrial photography examines the world of work by immortalizing the diverse working processes and production areas, with the aim of making the emotional component emerge.
For those who work on this photographic genre, unattractive images do not exist but rather subjects are understood through different interpretational rules. By favoring the details, the ultimate goal of this style of photography is that of never allowing the image to lose its natural credibility.
During the interview conducted backstage at the photographic shoot, Capuano described his work and his passion for industrial photography.
The first question that he was asked focused on the changes in industrial photography over the last few years. He replied by first describing what is meant by “industrial photography”.
This term refers to a type of commission, related to the working environment, with well-defined visual rules that can also be utilized in an artistic field.
“Well, first it is necessary to understand what is industrial photography. It’s photography by commission which is linked to the working environment. The system of visual rules that is utilized can be used in many other worlds including that of art.”
Capuano continued by saying that the panorama has not changed over the years because the world from which it takes inspiration has remained unchanged.
In the second question we tried to understand how the creative work proceeds once the subject has been chosen. In order to arrive at the final photograph, the subject is defined thanks to the image rules that are taken advantage of, such as the focus, framing and the contrast that are all necessary to allow the image to obtain its desired meaning.
Luca Capuano has been collaborating with the company since 2003. In this project he has been influenced by the relationship between the location full of creative signals and processes, and the importance it has for who lives there on a daily basis.
SHERWIN-WILLIAMS ITALY S.R.L.
Maria Teresa Ruzzi
Via del Fiffo, 12
40065 Pianoro (Bologna) - Italia
tel. +39 051 770511 - fax +39 051 777437
firstname.lastname@example.org - www.sayerlack.com
Anywhere in the world and whatever the surface to be painted, Sherwin-Williams provides innovative solutions that guarantee the best results.
Commitment to innovation and sustainability, technological strength, commitment to research and development, ability to listen and serve markets with innovative solutions, effective and safe: Sherwin-Williams Italy today is the benchmark of the market finishes for wood, glass, metal and plastics, through recognized international brands.
In 2010 the American colossus of paints The Sherwin-Williams Company has purchased Sayerlack and Becker Acroma which held OECE brand, creating a global leader in wood coatings.
The Sherwin-Williams Company, which employs more than 30000 people, is the first paint company in United States and the third in the world. From January 1, 2013 the two legal entities Sayerlack S.r.l. and SWIC became one company: Sherwin-Williams Italy S.r.l.
Sherwin-Williams Italy has three production plants in Italy: Pianoro (BO), Mariano Comense (CO) and Cavezzo (MO), and distributes its products in more than 80 countries around the world, serving more than 40000 customers.
The company develops, manufactures and distributes its brand products, Sayerlack, Linea Blu, OECE and Sherwin-Williams.
Sayerlack is a brand of Sherwin-Williams Italy, in 60 years synonymous with innovative solutions for the treatment and finishing of wood.
Sayerlack products stand out thanks to a strong tradition and a strong innovative component. In 1988, thanks to major investments in technology and research and development, Sayerlack was the first company in Italy to produce waterborne wood coating. The results achieved in terms of environmental compatibility, performance and innovation, ensure today the european leadership in wood coatings.
Sayerlack brand is able to meet the needs of all existing sectors in the wood industry - from furniture to carpentry, from outdoor structures to garden furniture, from shipyards to the building industry, from automotive to musical instruments – in the glass and in the metal and plastic industry.