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The artist

Launching this collection were giant images by Kodak, in the hall of Grand Central Station in New York, which the firm used at the time to proclaim its photographic omnipotence. Used as advertising tools in the legendary Manhattan train station from 1950 to 1990, the plastered images were transparent and backlit, with exceptional dimensions spanning 18 metres wide by 6 metres high. This was a first in the world of photography. Through their spectacular, almost surrealistic stagings, these panoramas became communication tools in service to the promotion of the brand’s film and cameras. In true soap-opera style, for over 40 years Kodak Colorama Display staged the story of ideal families with exemplary lives, without contradiction or contestation. In other words, the very expression of the post-war American dream, in its most pleasant and universally adoptable form.  ... See more See less

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About the artwork

The Colorama by photographer Ozzie Sweet immerse us in the American dream. A snowball fight, a race in ice boats, hot-air balloons in flight… Life is sweet and the colours are bright! Staged and captured between 1965 and 1977, these representations of “daily life in America” aimed to encourage the spectator to live and immortalise the good times and beautiful moments. Beyond a mere marketing tool, the Colorama soon became a style in their own right within photographic culture.

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Our key artists

THIBAUD POIRIER

Born to expatriate parents, Thibaud Poirier spent his childhood in many cities around the globe, but out of Houston, Montreal, Buenos Aires, and Tokyo, it was the latter that has influenced him the most: “I discovered architecture there, in particular by Tadao Ando, and it became...

FORMENTO+FORMENTO

Partners both in work and in life, BJ and Richeille Formento have collaborated since 2009. After studying fine arts at the Academy of Arts University in San Francisco, BJ began his career in New York after assisting major photographers such as Richard Avedon, Mary Ellen Mark, and...

ALFREDO SANCHEZ

Alfredo Sanchez was not predestined for photography. Born in Mexico in 1954, he studied law and took up a career in the private sector. “My free time was spent playing tennis, horse riding, and let’s not forget my favourite pastime: photography,” he says. Much later, towards the ...