U15 Usoro Eserese by Tiago Marques is a highly esteemed winner of the very prestigious 2020 Ihe Nrite A' Design Award nke Ọlaọcha in Nhazi Ise Foto na Mgbanwe Foto Competition Category.

ỌlaọchaIse Foto· 2020

U15 Usoro Eserese

by Tiago Marques

Ihe Nrite A' Design Award nke Ọlaọcha Winner in Ise Foto Category

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The Design

About U15 Usoro Eserese

Ihe omuma nka bu ihe ndi ulo U15 ike iji me ka mmekorita ya na ihe ndi ozo di na ha. N'iji usoro owuwu ya na akụkụ ya, dị ka ụcha ya na ụdị ya, ha na-anwa ịkpọlite ebe ndị akọwapụtara karịa ka Stonelọ Nkume China, ụlọ elu nke American Ekwensu, dị ka ọmarịcha ihe osise dị ka ọdọ mmiri, osimiri, na mkpọda nkume. Iji nye nkọwa dị iche na eserese ọ bụla, ndị na-ese ihe na-enyocha ụlọ ahụ site na ụzọ dị nta, na-eji akụkụ na echiche dị iche iche.

The Recognition

About the Ihe Nrite A' Design Award nke Ọlaọcha

U15 Usoro Eserese meriri A' Design Award nke Ọlaọcha, nnabata dị oke ugwu e nyere design ndị dị n'ọkwa kachasị elu, mara mma ma na-eju anya. Ndị meriri na Ọlaọcha bụ ọrụ na-egbu maramara nke ukwuu ma dị oke nzụlite nke na-egosi ọmarịcha ihe ọmụma, talent na nghọta nke ndị designer ha. A na-atụ anya na U15 Usoro Eserese ga-abụ ọrụ dị ịtụnanya, ihe nlereanya, nke dị oke ọrụ ma dị omimi n'ihe ọhụrụ. Design a meriri A' Design Award nke Ọlaọcha bụ ihe e mepụtara dị oke ịrịba ama, nke a na-eto nke na-erite uru ma na-ebuga oke nka, sayensị, design na teknụzụ n'ihu. U15 Usoro Eserese bụ ihe e kere eke ọtụtụ ndị na-ekwo ekworo ya nke na-akpali ọchịchọ, na-eweta mmetụta ọma ma na-akpali ịtụnanya.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The project aims to evoke, from the artists' architecture photographs, elements present in nature. That photographs exploit the U15's aseptic shapes in a sharp relationship with landscape stereotypes present in our subconscious, like waterfalls, mountains, waves, and more.

U15 is a photographic series that links two contrasting realities, generating a new vision of the building. Every single frame conveys two different interpretations.
Dimensions & Packaging: To achieve the highest dynamic range possible, they opted to work in RAW format. Thanks to that, during the post-production, Tiago and Tania were able to handle shadows, highlights, and sporadic reflections, keeping a well-balanced contrast, without a more invasive file manipulation.
Tags: architecture, architectural photography, photography, cityscape, building, milano, italy, milan, design, futuristic, minimal, minimalism, metal, material, nature, natural, environment, ambient, waterfall, rocky slope, waves, mountains, cortex, relationship, trees, U15
Production Technology: In this photographic series, they had intentionally overexposed the sky, to focus the attention entirely on the structure and its features.

The artists preferred to work during the afternoon, with the highest luminosity, to perform in freehand take advantage of more dynamic frames, keeping a minimalist approach.
Design Challenge: The major challenge was to show the building from several angles. The pictures should have suggested multiple interpretations. To did it, the artists took several shots, trying to forecast the final result.

It was a goal hard to reach because they had to keep focused on the collective imaginary of nature during all the creative processes.
Research: To find the right photographs for the project, Tiago and Tania had created a lot of calls to actions in the social networks. The massive reaction of people helped to define that selection. From the 13.459 interactions, 64% of them came from a target with an age of mid 18 and 35 years old. The results were mostly in accord with the artists' proposals. They also noticed that most of the suggestions to change the comparison came from accounts under 30.
Inspiration: The building U15, subject of Tiago and Tania's photographic series, is located in a part of the new district of north Milanofiori, in Milano. Designed by Cino Zucchi Architetti, the structure is in a continuing relationship with the design of the green.

The artists inspired by the masterplan idea, take advantage of the shapes, colors, and materials of U15, to develop a photographic concept which wants to combine the building design with traditional nature landscapes.
Project Duration: The project started on the 14th of April 2018 in Milanofiori. It requested several months of work, including a first selection, associations with natural landscapes, online pools, post-production, the second round of online pools, final selection, and release on our website.
Operation Flow: Working on U15, the artists obtained a lot of different shots, which caused a long selection process.

The hardest part was to find photographs that could best fit the idea. They made several pools online to individuate the most intuitive association.

To realize this photographic series, they plan to use the lambda chromogenic print technology, keeping a faithful representation of the U15's metallic tones and utilize the same building's materials to frame the prints.
Team Members: Tiago Marques
Tania De Pascalis
Image Credits: Main image: Photographer, Tania De Pascalis, Waterfall 2018
Image #1: Photographer, Tiago Marques, Mountains 2018
Image #2: Photographer, Tania De Pascalis, Cortex 2018
Image #3: Photographer, Tiago Marques, Waves 2018
Image #4: Photographer, Tiago Marques, Rocky slope 2018