Valextra Meets Guido Taroni
The photographer behind our Milano Outside/Inside series shares his stimulus.
Guido Taroni, the photographer behind our Milan Outside/Inside project, is a born and bred Milanese, making his creative lens the perfect choice to capture the beguiling contrast and beauty of our shared hometown. Here, he muses on the finished pictures and portraits, as well as what makes Milan the inimitable artistic hub that it is.
Valextra: What attracted you to the Milano Outside/Inside project?
Guido Taroni: The possibility to visually describe the incredible buildings with different stories and styles and trying to find a connection between the inside and outside.
V: How in your mind do the structures capture the mood of Milano?
GT: Every structure has his own style and personality, but together they give a perfect description of what Milan is - at least to me. This is a beautiful city that is constantly growing – an evolution that is well documented by its architecture. Old buildings from the 18th and 19th Centuries sit beside others that were rebuilt after the war by great architects such as Piero Portaluppi, Gio Ponti, and Gianni Lancia and new areas of the city literally brand new.
V: What details of excellence were you excited about?
GT: In general for each location, I was really surprised by all the skills and techniques used by these Italian artisans. Every place we photographed was unique: Sometimes the facade of the building was simple, but then inside you would discover something incredibly decorative and unexpected, hidden gardens, breathtaking collections of art, frescos and so on.
V: How did the personalities interact with the space and how did they complement eachother?
GT: Each personality interacted very well with the space. Different ages, different personalities, and different styles all found perfect harmony with Milan.
V: How did you hero the excellence of Valextra’s handbags in these images?
GT: It was natural for me to find a connection between the elegance and the design of the Valextra bag, and the locations with each brand ambassador. I think the perfect shot is when these three elements are harmonious so you don’t think about how it was organised and shot, you just enjoy the scene.
V: What lighting did you use and what time of day was best to capture these images in a beguiling light?
GT: I always try to use natural light because it gives a sense of truth and reality. And it depends on the type of work, but usually, I like to be directed by the light on the day. I might start where the light seems better or where the light gives exactly that atmosphere that I’m looking for but then for the same reason during the shooting I can suddenly change place.
V: What would you tell someone about Milano who has never been before?
GT: First of all, to pay attention, but to go and discover by bike. I think it’s the best way to discover the city.
V: What does Milanese excellence mean to you?
GT: A strong and deep tradition with the right touch of elegance; also a simple sophistication
V: How do you feel that Valextra exemplifies this?
GT: To me, Valextra exemplifies exactly this with its shapes and lines that are extremely connected to the beauty of Italian design and architecture.
V: What does excellence mean to you and your work?
GT: For me, excellence means to offer my clients the best product I can not only in terms of quality of the image (for example resolution) but also in creating images that are the result of a constant process of personal growth as a photographer. Since I started this work very young, I can tell that now I am more and more convinced and certain of what I really like and what my vision is.