branding design Photography

The New Vision by Florence Henri

design dan Alexander

Florence Henri was a female artist and photographer, and one of the most revolutionary surrealist photographers and painters of the 20th century, who changed the artistic perception of light and space. In addition, she was a crafted pianist who incorporated music in her artworks.

Henri manipulated light and objects in order to create a dialogue between the realism and the abstraction, creating a hyper-realistic effect to her photographs. She experimented with mirror effects, angling them to create surreal still lives and self portraits marked by spatial ambiguity. Her experimental work catalyzed a new artistic movement called the New Vision, promoting artists to manipulate and change space and light in order to create their own artistic ambiguity.

Henri’s childhood was filled with travels to Europe, especially to Paris and Vienna which had fervently inspired her artwork. She was trained as a painter at the Bauhaus art school in Weimar, Germany (where she studied with Kandinsky), and at the Académie Moderne in Paris (where she studied with Fernand Léger). Referencing cubism, purism, and constructivism (art forms that were greatly rising in Europe at the time, hence showing the European influence in her work), Henri’s painting displayed an abstract style that often combined elements of collage and various style mixtures.

At Dan Alexander + Co. we play around with space and time, inspired by Florence Henri. We applied a poetic angle to Caesarstone’s campaign, and created a new point of view by placing a mirror as the key creative prop. This tool, thus, keeps shuffling around the perspective in order to unveil a multi-dimensional visual story that unfolds with your gaze.

By innovating the current photographic language used for kitchen countertops, our
mirror leads the eye to look at a surface from a whole new spectrum of angles. With remarkable sensitivity, it manipulates the image’s boundaries, revealing more,
suspending secret moments in space, breaking the solidity of forms, and blurring
the divide between the viewer and the image. Enabling light and motion to bounce around
in the image and in our minds, the viewer becomes part of it all, drawn inside the artwork, and moving within the experience and the surfaces, emotionally.

Dan Alexander + Co. for Caesarstone Porcelain collection
Dan Alexander + Co. for Caesarstone Porcelain collection

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