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 en Erwin Olaf – The Unexpected Welcome, Milan 2013 from Het Nieuwe Instituut on Vimeo.

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.