This is the con­cept be­hind a com­pa­ny spe­cia­li­zed in the pro­duc­tion of limited editions. The foun­der ex­plains how this art esta­bli­shes a

Pho­to­gra­phy as de­cor. Ali­dem, Pom­peo Lo­ca­tel­li dia­lo­gue wi­th the world of de­si­gn

Interni - - LOOKING AROUND -


art pho­to­gra­phy be­longs to the realm of beau­ty of fur­ni­shing com­ple­men­ts. Or at lea­st this is the idea of Pom­peo Lo­ca­tel­li, foun­der of Ali­dem – l’ar­te del­la fo­to­gra­fia, the com­pa­ny spe­cia­li­zed in the pro­duc­tion of limited-edi­tion works. Ba­sed on an en­tre­pre­neu­rial pro­ject that has ju­st emer­ged from its star­tup pha­se, the con­vic­tion is that pho­to­gra­phs can be­co­me a point of har­mo­nious con­tact wi­th the Ita­ly of big na­me fur­ni­tu­re. “I be­gan two years ago wi­th Ali­dem,” says Lo­ca­tel­li, “in the be­lief that contemporary art pho­to­gra­phy is a pro­duct that could be com­ple­te­ly con­si­stent wi­th the al­ways in­no­va­ti­ve pro­po­sals of de­si­gn. It is an in­ter­na­tio­nal con­cept, true, but al­so in Ita­ly so­me­thing in­te­re­sting is mo­ving in this di­rec­tion. We Italians of­ten get star­ted la­te, but then we cat­ch up fa­st and even as­su­me po­si­tions of lea­der­ship. Ali­dem is on the front li­ne to speed up the pro­cess.” In his bu­si­ness, ba­sed on­ly on the fi­nan­cial in­vest­ment of the fa­mi­ly, Pom­peo Lo­ca­tel­li re­lies on the ex­ten­si­ve ex­pe­rien­ce of a pas­sion for art hat has promp­ted him to tra­vel all over the world. “Du­ring my tra­vels, I ma­de the de­ci­sion to do so­me­thing in the field of fi­ne art pho­to­gra­phy. This mar­ket is not yet ma­tu­re in Ita­ly, but it has great po­ten­tial. I say that peo­ple need to be ap­proa­ched in terms of cu­rio­si­ty, be­cau­se eve­ryo­ne is at­trac­ted by beau­ty.” The en­tre­pre­neur has de­ci­ded to fo­cus on pho­to­gra­phy “be­cau­se I think it is the mo­st ad­van­ced ex­pres­sion of contemporary art. It will bla­ze the trail of the 21st cen­tu­ry.” The Ali­dem sho­w­room, at Via Gal­va­ni 24 in Mi­lan, oc­cu­pies 600 squa­re me­ters

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