SKITSCH
Elspeth Diederix is responsible for imagery of the campaign and catalogue of the über-hip new Italian design label SKITSCH. During the overcrowded opening on the Salone di Mobile in Milan and the days hereafter her photos were being presented. Initiator/owner Renato Preti and his art director Cristina Morozzi selected about 25 promising and well-known designers; an exclusive mix of talents like Tom Dixon, Ross Lovegrove, Todd Bracher, Front, Konstantin Grcic and a lot of Dutch industrial designers, among which Miriam van der Lubbe, Minale-Maeda, Joost van Bleiswijk, Kiki van Eijk, Marcel Wanders, Bert Jan Pot, Niels van Eijk and Maarten Baas.
‘Design can create enlightment’, is the profound belief of Preti. Diederix photographed 12 objects - icons from the SKITSCH collection - in her own conceptual, distinctive way, with ingredients like nature, light, emotion and poetry. The playful character of the designs is being expressed in her subtle yet layered photography. Solar Initiative developed a slide show that was shown in the new, gigantic SKITSCH store, in Via Monte di Pieta in Milano.
