{"id":474611,"date":"2025-12-04T14:53:36","date_gmt":"2025-12-04T14:53:36","guid":{"rendered":"https:\/\/www.foscarini.com\/fotografare-limmaginazione\/"},"modified":"2025-12-04T15:08:55","modified_gmt":"2025-12-04T15:08:55","slug":"fotografare-limmaginazione","status":"publish","type":"post","link":"https:\/\/www.foscarini.com\/en\/fotografare-limmaginazione\/","title":{"rendered":"Photographing the imagination"},"content":{"rendered":"
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Artificial intelligence and human sensibility in a project by Massimo Gardone for Foscarini. A visual narrative that combines the sensitivity of an artist with the generative capabilities of artificial intelligence, to create a new way of narrating light.<\/p>\n<\/div>\n <\/div>\n<\/section>

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In constant pursuit of original and unexpected languages \u2013 not only in terms of product, but also its communication \u2013 Foscarini explores a new visual horizon together with Massimo Gardone, the photographer and long-term collaborator of the company. The project investigates the potential of artificial intelligence as a tool of expression, but always guided by a sensitive, conscious human touch. A story in which technology is a means of amplifying the human gaze, where settings generated by AI contain lamps photographed in their physical presence.<\/p>\n

The research conducted by Foscarini with Gardone and his studio Azimut has a very simple but quite ambitious objective: to teach the computer to \u201csee\u201d like the photographer, reflecting the suspended, delicate gaze that sets Gardone\u2019s work apart, moving forward over the years in the world of flowers, the elective subjects \u2013 together with the sea \u2013 of his personal explorations. Thousands of floral images have invaded the digital memory of the machine, in a long, methodical process where every nuance, every detail of the petals, becomes a chromatic vibration that is absorbed and re-encoded.<\/p>\n<\/div>\n <\/div>\n<\/section>

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With this photography project, that same sensibility has been transported into spaces, in a fascinating shift of scale from small to large, natural to imaginary \u2013 from the fragile and natural closeup of the flower to the creation of domestic landscapes that contain Foscarini\u2019s lamps. The fixed points along this path are the lights by Foscarini, which remain real, photographed to preserve their authenticity and to inhabit spaces that belong to the boundary between reality and imaginative vision. The outcome is not a replica of reality, but an act of poetic translation.<\/p>\n<\/div>\n <\/div>\n<\/section>

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\u201cMy visual research always stems from curiosity, from the desire to let myself be contaminated. I have learned how to move between analogue and digital, as if in a continuous dialogue; two different languages that touch and complete each other, opening up new possibilities at every turn\u201d<\/p>\n<\/div>\n

Massimo Gardone
\n\/ Photographer<\/p>\n<\/div>\n <\/div>\n<\/section>

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Technological experimentation is a territory shared by Gardone and Foscarini: for both, technology is not an end, but a means to grant form to ideas. In Gardone\u2019s work this approach translates into a dialogue between analogue gesture and digital potential, in which artificial intelligence is guided, instructed, gauged to amplify the human gaze, not to replace it. The photographer grafts sensitivity and intuition into the technological process, generating a novel narrative of Foscarini\u2019s lighting: a balance between material and imagination, reality and vision.<\/p>\n<\/div>\n <\/div>\n<\/section>

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\u201cWith my gaze I have crossed eras and technologies: the first experiments were with a large format, the Polaroid 20×25, a film that captured the impalpable nature of the flowers; with digital methods I have wagered on an inverse result; I wanted to delve into the materiality of flowers, but immersed in an evocative, suspended world. I have always been fascinated by technology. I began with a Commodore Amiga 1000. I spent hours playing with the light of the cathode ray tube, placing photographic film on the screen and re-photographing with the Polaroid, intervening on the colours of the monitor. Gestures that now seem prehistoric, and bring to mind Wim Wenders, who in Until the End of the World imagines an instrument that would capture dreams from the activity of the brain, transforming them into images. This vision was decades ahead of today\u2019s research on AI\u201d<\/p>\n<\/div>\n

Massimo Gardone
\n\/ Photographer<\/p>\n<\/div>\n <\/div>\n<\/section>

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\u201cInside Foscarini experimentation is never an end in itself, but a way to open up new horizons. With this project, together with Massimo Gardone we have explored the potentialities of AI as a tool of creativity and narration, without ever overlooking the human sensibility that is part of our identity. It is an approach that offers us new possibilities of communication and allows us to establish a dialogue with our audience in always original and distinctive ways\u201d <\/p>\n<\/div>\n

Carlo Urbinati
\n\/Founder and president of Foscarini<\/p>\n<\/div>\n <\/div>\n<\/section>

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The project represents a new chapter in Foscarini\u2019s attitude of experimentation and exploration of tools and languages capable of triggering new opportunities. A new way to assert the identity of the brand, which exists in light, but also in thought and visual culture.<\/p>\n<\/div>\n <\/div>\n<\/section>","protected":false},"excerpt":{"rendered":"","protected":false},"author":10,"featured_media":474546,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[484],"tags":[1224,14762,1202],"class_list":["post-474611","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicazione-en","tag-art-en","tag-gardone-en","tag-photography-en"],"acf":{"articolo_-_tempo_di_lettura":{"minuti":""},"preview_slider":{"titolo":"Photographing the imagination","testo":"A project by Massimo Gardone for Foscarini investigates the potential of artificial intelligence as a tool of expression, but always guided by a sensitive, conscious human touch. 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