by ineke hans
erwin olaf has been photographing various moooi campaigns for years, in an often grand and compelling but sometimes also brazen and multifarious way.
moooi’s 2013 presentation highlighted this longtime collaboration. it was staged in a 1,700m2 showroom hung with 4.5m-high canvases printed with photographs by olaf. products were arranged in finely balanced groups on large stages, as if in different rooms of a house. in the background, olaf’s imposing, larger-than-life portraits of men, women, youths and children gazed out, by turns appearing solitary, uncanny, dreamy and distant.
vote for moooi & olaf’s collaboration here.