LOUIS VUITTON ANNOUNCE DOUBLE EXPOSURE WITH SAM TAYLOR-WOOD
Louis Vuitton is proud to announce the launch of â€˜Double Exposureâ€™ an innovativeÂ digital film project that encapsulates one of the worldâ€™s oldest and most authenticÂ image making techniques with contemporary on-line distribution.
The first execution in the series, features globally respected conceptual artist andÂ film-maker Sam Taylor-Wood.Â The films and images from the shoot will beÂ distributed and accessed via worldwide social media networks and onlineÂ platforms from 16th March 2010.
Before the official launch, Louis Vuitton is invitingÂ special guests, celebrities and friends of the house for a private viewing of â€˜DoubleÂ Exposureâ€™ at the Louis Vuitton Maison in London, New Bond Street, where a newÂ Louis Vuitton Facebook page will be launched.
In the first of the series of â€˜Double Exposureâ€™, Sam Taylor-Wood shares an intimateÂ and diverse collection of belongings, including an inspirational book by pop artistÂ Andy Warhol, a postcard image of Francis Bacon that connects Sam with her homeÂ in Londonâ€™s Primrose Hill, and a cheeky memento from her directorial feature filmÂ debut-â€˜Nowhere Boyâ€™.
Each of the short films will reveal two facets of the individual. Firstly, personalÂ insights captured on film, via some treasured possessions relating to memories andÂ stories. The second is a photographic exposure brought to life in a uniquelyÂ sophisticated portrait.
Inspired by Louis Vuittonâ€™s belief in embracing the contemporary and avant-garde,Â whilst respecting and supporting authentic craftsmanship, the project invites culturalÂ innovators and creative leaders: artists, filmmakers, and performers to sit for anÂ individual portrait using the 19th century collodion wet plate photographic process.
Amidst the frenetic hustle and bustle of the modern consumer landscape one of theÂ key creative objectives for Louis Vuitton was to slow things down, and take aÂ moment to capture the true essence of the sitter, in order to create something thatÂ was unique, exclusive and timeless.
In an â€˜on-demandâ€™ digital age where new images are created faster and moreÂ frequently than ever before, â€˜Double Exposureâ€™ was envisioned and commissionedÂ by Louis Vuitton as a counterbalance to todayâ€™s disposable media culture. This ageÂ old photographic process is a luxurious and languid medium that depicts timeÂ standing still.
The mercurial collodion process requires the sitter to hold a pose for 12 seconds,Â engaging both the subject and the viewer, with the resulting image being at onceÂ strong, intense, captivating and ethereal.
Of the experience Sam Taylor Wood says, â€œItâ€™s a beautifully slow, arduous and a painstaking process, and I like that.Â I like the difference between this and how speedy everything is today, including the way we take pictures.â€
In addition to the bespoke photographic wet plate images – each of which is a â€˜oneÂ offâ€™, â€˜Double Exposureâ€™ also documents the sitter with some of their most treasuredÂ personal objects. Once again these possessions are emotional anchors reflecting aÂ poignant antidote to the transient world that so often surrounds us.
The films also outline a thoughtful value system that shows us that luxury objects doÂ not have to hold significant monetary value in order to be priceless to their owner.
The importance of personalisation and provenance are also clearly evident as theÂ films convey a rare insight into some of the sitterâ€™s inner thoughts and memories.
The full â€˜Double Exposureâ€™ film will be ready to view on line, world-wide from 16thÂ March. A release will be issued the video will be made available to editors then.
A teaser is available for viewing and use online at: http://lvuk-doubleexposure.blip.tv/