ART AND EVENTS: FINE-ART PHOTOGRAPHY BY ANTONIO SCHIAVANO DEFIES STEREOTYPE
In the event industry, innovation and creativity are paramount in captivating participants: a novel way to engage guests in an experience is by integrating art, particularly fine art photography, which possesses the power to transform an ordinary space into an extraordinary visual experience. Artworks not only enhance the environment, but also attract connoisseurs, enthusiasts, and curious minds, who may draw inspiration, stimulate creativity, and elevate their mood, all while creating a unique atmosphere that leaves a lasting memory. Creative agencies, public relations firms, event organizers, and companies are increasingly recognizing the value of integrating art into their spaces as a key element to differentiate themselves and impress clients.
To share some insights and better articulate the impact of fine art photography, we met with Antonio Schiavano, a professional photographer and founder of 10 Watt, who has distinguished himself for over 40 years through his ability to capture the essence of beauty with a camera. His career in commercial photography allowed him to collaborate with prestigious international brands and, after numerous experiences, he took a moment to reflect on his journey and the need to reclaim his creative space. Thus, since 2020, Antonio has been creating personal research projects, rediscovering his art, and developing fine art photography that reflects his talent for transforming the ordinary into the extraordinary.
The interview
1 – Antonio, can you tell us about your journey and how, after 40 years in commercial photography, you came to specialize in fine art photography? What is the driving force that pushes and motivates you to โcreate artโ?
In 1981, I began experimenting with still-life photography to better understand light and form, embarking on a self-taught journey. I decided to abandon my engineering studies to dedicate myself entirely to photography, and in 1988, I moved to Milan, where I presented my first portfolio, and have remained ever since. In this city, I opened my studio, 10 Watt, where my works can be viewed and where I continue to create them through research aimed at communicating through fine art images.
Research has always been a cornerstone of my artistic path, leading me to develop fine art photography projects that aim to narrate and express myself through the visual power of images. The constant search for new inspirations allows me to experiment with new forms of artistic expression, with the intent to focus the viewer’s attention on specific details and characteristic aspects of the subject, often drawn from the everyday simplicity that remains invisible to the eye.
Fine art photography, to me, is a means to express emotions, ideas, and concepts that might otherwise remain unexpressed. It is a way to share my perspectives and inspire reflections and sensations through my works. The primary motivation that drives me to create art is a deep passion for photography as a means of introspection and communication. Every fine art photography project I undertake, such as โThe Beauty and the Baneโ, โLanguishingโ, โThe Waitโ and โReflectionsโ, is the result of a process of research and introspection.
2 – Advertising and Art seem to be two worlds destined never to meet, but in your case, we’ve discovered this isn’t exactly true. How does your approach to fine art photography differ from commercial photography? Are there significant differences in the creative process or your final objectives?
It’s true; advertising and art are often seen as separate worlds, but in my journey, I’ve managed to make them coexist, finding a balance between the two dimensions. When working on commercial photography projects, my main goal is to meet the clientโs needs, conveying a precise and targeted message through the image. Itโs a process that requires great attention to detail, careful planning, and often teamwork with art directors, stylists, and makeup artists. In this context, my creativity must strike a balance between aesthetics and commercial demands while maintaining a degree of personal innovation and originality.
On the other hand, fine art photography represents a space of complete expressive freedom for me. Here, the creative process is much more intimate and personal. It allows me to explore profound themes, to communicate my visions and emotions without compromise. Each artistic project originates from an idea or feeling that I wish to explore and share, often through a process of introspection and research. Itโs a journey that can lead to the creation of unique works, where experimentation plays a fundamental role.
In terms of the creative process, commercial photography involves a strong component of structuring, where each shot is designed to adhere to a specific brief and layout. In fine art photography, however, I let myself be guided by instinct, creativity, and the spontaneity of the moment, seeking to capture the essence and emotion of the subject without imposing constraints.
Ultimately, while commercial photography is essentially a dialogue between the photographer and the client, fine art photography is a dialogue between the photographer and himself, a continuous exploration that seeks to reveal the hidden beauty in the world and our deepest experiences.
3 – Your project โThe Beauty and the Baneโ seems to epitomize the desire to distance yourself from the glossy world that characterizes commercial photography, a project that becomes a critique of the standardized concept of beauty imposed by society and goes beyond mere photography, leading you to experiment with new materials and tools. Can you tell us about the creative process you used to develop these works?
A work from”The Beauty and the Bane” project.
This project represents a deconstruction of the concept of beauty, often perceived in contemporary society through the lens of commercial photography, where everything must appear perfect and standardized. The creative process for these works differs significantly from my previous endeavors. To begin, I selected some of my old beauty and fashion shots to use as a starting point and then applied strokes of oils and various kinds of paints directly onto the photographic prints. The intention was to transform these images, adding not only a new texture and tactile perception but also a new meaning: to restore the plurality of beauty, challenging the homogenization that characterizes the concept of “beauty” in today’s society. This process of alteration generated unique, unrepeatable works, ideally drawing attention to the uniqueness of every human being.
4 – Unfair in February, a show in memory of Giovanni Gastel in March, the Lucca Art Fair in April, and the OFF Arles Festival in France in Julyโ2024 has been an intense year for you, marked by pure creativity that has brought your works to the attention of art experts and connoisseurs. But which project or event has given you the most satisfaction, and why?
A work from the “Languishing” project.
Firstly, I would add that another great satisfaction comes from the โCOLORS: Vintage Futureโ exhibition, on display at the Silk Museum of Como from September 14th to November 17th, 2024. Although it is a collective exhibition, the presence of 23 of my artworks almost makes me feel the emotion of a personal show. Curated by Maria Cristina Brandini, this exhibition dedicated to the dialogue between past and future through color represents an opportunity for me not only to share my vision but also to narrate my artistic journey to an even broader audience.
Among all the exhibitions I participated in during 2024, (un)fair was undoubtedly the one that truly propelled me into the fine art world; it marked a turning point!
The curators of (un)fair selected one of my works from the series โThe Waitโ as one of the most representative of the year’s theme: desire. A recognition that deeply gratified me. Additionally, Corriere della Sera featured my โLanguishingโ series, publishing one of my works in their cultural and art insert, further increasing the visibility of my work.
Emotion and engagement characterized my participation as an exhibitor at the โLes Italiensโ show during the OFF Arles Festival in Franceโa manifestation with an extraordinary atmosphere! In every corner of the city, there was a palpable enthusiasm for photography as a language of communication. It reminded me of the energy felt during the early days of the Fuorisalone here in Milan. This dynamic and stimulating environment made the experience even more memorable and solidified my desire to continue exploring new artistic frontiers.
5 – The world of corporate events and communication, in general, can greatly benefit from the inclusion of art, and the format of loaned artworks for exhibition purposes is becoming increasingly popular. Do you believe your works could enrich agency offices, event spaces, or creative agencies?
Absolutely, I believe that art has the power to transform environments, to stimulate creativity, and to inspire those who work or spend time there. Through my works and the conceptual research that underpins them, I always hope to inspire constructive reflections and dialogues, regardless of the setting in which they are displayed.
Bringing art into corporate contexts is not just an aesthetic choice but a strategic one. Artworks can help build corporate identity and culture, making spaces more welcoming and motivating. An office enriched with art conveys a message of attention to detail and a celebration of creativity, fundamental elements for many agencies and companies operating in the communication and events sector. The format of loaned artworks for exhibition purposes is an excellent solution to make art more accessible. Ensuring a rotation of works allows for the continuous renewal of spaces and brings people closer to contemporary art in a direct and everyday manner.
Moreover, I believe that including art in workspaces can have a positive impact on people’s well-being. Being surrounded by artworks can offer moments of pause and contemplation, helping to reduce stress and improve mood. In this sense, my images do not merely decorate but also foster emotional experiences that can contribute to a more serene and productive work environmentโor so I hope!
6 – In a previous interview with home stager Francesca Martinelli, we learned that the concept of Home Staging is becoming increasingly popular. How do you view the exhibition of your works in prestigious homes and apartments to enhance their appeal during the sales process?
I consider it an extraordinary and truly original opportunity. Art can completely transform the perception of a space, making it more attractive and memorable. In a competitive real estate market, making a strong impression is crucial, and art can be the ideal tool to distinguish a property from others. In creating my works, I always strive to capture beauty in simplicity, and I believe this aspect can add that touch of elegance that makes environments more welcoming and stimulating.
In my opinion, displaying fine art can impart a sense of exclusivity and added value to properties, conveying a quality and sophistication that reflects the uniqueness and prestige of the property itself. The emotional and conceptual elements of works like mine could engage and captivate potential buyers, helping them to envision life within those spaces. Moreover, the proper placement of artworksโand here I would seek the confirmation of a home stagerโcan emphasize the architecture of the interiors and, just like in photography, create โfocal pointsโ that draw the observerโs attention and guide the eye through the space, accentuating the distinctive qualities of the environments.
7 – What future projects do you have in mind, and how do you plan to continue innovating your art?
Looking ahead, my primary goal is to move away from the concept of aesthetically beautiful images in my works, shifting the focus towards the authenticity of the message. I want my images to be recognizable for their authorship, originality, and the intensity with which I express my vision of the world. With a beginning like “The Beauty and the Bane,” my new projects will aim to challenge traditional aesthetic conventions and offer a deeper, more reflective perspective. I want my images not only to be seen but also to be felt, to evoke an emotional response and stimulate thought.
In this regard, I find particular resonance in a quote by Martin Luther King:“One day, fear knocked at the door. Courage went to answer, and no one was there.โ This thought inspires my artistic journey, pushing me to overcome fears and conventions, to have the courage to explore new horizons, and to leave an authentic and indelible mark in the world of art.
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