LOTUS FINE ART (English below)
A Lotus é um atelier de impressão fine art e consultoria cromática/fotográfica, com o tripé de atuação da empresa envolvendo as seguintes áreas:Fundada por Murilo Alves de Almeida Ito (http://lattes.cnpq.br/5598225742082632) em 22 de novembro de 2011, a LOTUS FINE ART iniciou suas atividades como o primeiro atelier de impressão de arte inaugurado em Cascavel e o segundo a trazer a impressão com pigmento mineral ao estado do Paraná.
Do outro lado estariam as “finas artes” com a finalidade direcionada para a estimulação intelectual, a contemplação estética, a arte pela arte, sem um objetivo prático definido.
1 – Visão artística do fotógrafo:
Fine Art Photography refere-se à fotografias que são criadas para cumprir a visão criativa do artista. A fotografia de arte é diferente do fotojornalismo e fotografia comercial. O fotojornalismo fornece suporte visual para as histórias, principalmente na mídia impressa e tem compromisso com uma pauta predefinida. Na fotografia comercial existe o briefing da agência ou cliente. Fine Art Photography é criada principalmente como uma expressão da visão do artista, e também tem sido importante no avanço de determinadas causas sociais.
O trabalho de Ansel Adams, reconhecido fotógrafo do século XX e notório defensor da conservação ambiental foi responsável, através de suas belas imagens, pela criação de leis americanas de proteção dos parques nacionais Yellowstone e Yosemite . No caso de Adams, seu foco principal foi a fotografia artística e seu trabalho ampliou a consciência pública da beleza da Serra Nevada nos EUA, ajudando na época a construir apoio político para sua proteção. 2 – Impressão Fine Art: É um conjunto de processos que envolvem procedimentos e substratos da mais alta qualidade existentes no mercado mundial. Incluem: papel de algodão, fibras sustentáveis ou alphacelulose, tintas minerais pigmentadas à base d’água, gerencimento de cores criterioso usando espectrofotômetro (aparelhos que medem cores), impressoras de alta tecnologia com perfis ICC personalizados para cada papel ou canvas (telas), certificado numerado e treinamento aprofundado do impressor fine art. 3 – Mercado de arte: As lógicas do mercado de arte são diferentes do mercado de comoddities, que são produtos fabricados em larga escala. A criação de arte exige tempo e recursos de qualidade quando o objetivo é perpetuar essa arte para as futuras gerações. Em países emergentes, a preocupação com a história não é tão acentuada como nos países de primeiro mundo e economia consolidada. O fato é que ninguém vive e compreende o seu mundo completamente sem conhecer os artefatos culturais deixados pelas gerações anteriores. O nosso legado. E quando o assunto é memória, conservação e história, materiais de alta qualidade são empregados para resistir a ação do tempo, custando mais.
ADAMS, Ansel. A cópia. Com a colaboração de Robert Baker; tradução de João Ricardo Barros Penteado; revisão técnica de Thales Trigo e Alexandre Roberto de Carvalho. 3a Ed. São Paulo: Editora Senac São Paulo, 2005.
BENJAMIN, Walter. The Work of Art in the Age of Its Technological Reproducibility, and Other Writings on Media. Harvard University Press, 2008
BRIOT, Alain. Marketing fine art photography. Santa Barbara, CA: Rocky Nook, 2011.
O QUE VOCÊ PRECISA EM SUAS IMPRESSÕES FOTOGRÁFICAS?
– Papéis ecológicos 100% algodão ou alphacelulose? – Impressões refinadas com pigmentos minerais? – Permanência da integridade das imagens com média de 150 a 200 anos? – Permanência sem desbotar a cor das imagens por décadas? – Cores mais vibrantes além do que um minilab (fotografia normal) pode oferecer? – Imagens com profundidade e suavidade nas transições dos matizes?
– Gerenciamento de cores com espectrofotômetro e perfis ICC personalizados? (O que você vê na tela é o mais próximo do que será impresso?) – Profissionalismo e cuidado nos mínimos detalhes? – Obras de arte fotográficas com passepartout livre de ácido, da marca Crescent ou Peterboro e cantoneiras Lineco e fitas Neschen, p/ emoldurar com qualidade museológica?
https://www.youtube.com/lotusfineartphotography
WHAT IS FINE ART?
Defining what fine art photography is may not be as simple as we imagine, and we need to distinguish and fragment the term fine art: “Fine Art” is a term that encompasses the “fine arts” and opposes the term “applied arts”, which would be human manifestations with a view to a practical application to everyday uses and problems, such as design.
On the other hand, it would be the “fine arts” for the purpose of intellectual stimulation, aesthetic contemplation, art for art, without a definite practical objective.
Historically, art, painting, sculpture, architecture, music, poetry, theater, dance, photography, cinema, drawing, engraving, performing arts, and so on are considered expressions of art. It may seem controversial to certain definitions of literature and conceptions of different authors on what becomes art, since architecture, while allowing for intellectual stimulation and aesthetic contemplation, most often has a practical application for our daily use. Besides, many design objects with utility features also have an aesthetic concern predicted by the designer.
What we need to keep in mind is that boundaries are not strictly defined, and that subjective interpretations are common in this area. Fine Art Photography would be the photography primarily for artistic purposes.
For Alain Briot (2011), fine art photography encompasses three major aspects: 1 – Artist’s artistic vision: Fine Art Photography refers to photographs that are created to fulfill the creative vision of the artist. Art photography is different from photojournalism and commercial photography. Photojournalism provides visual support for stories, especially in print media, and is committed to a predefined agenda. In commercial photography there is the briefing of the agency or client. Fine Art Photography is created primarily as an expression of the artist’s vision, and has also been important in advancing certain social causes. The work of Ansel Adams, a renowned 20th-century photographer and notorious environmental conservation advocate, was responsible through his beautiful images for the creation of American laws protecting the Yellowstone and Yosemite National Parks. In Adams’ case, his main focus was on artistic photography, and his work broadened public awareness of the beauty of Sierra Nevada in the US, helping then to build political support for its protection.
2 – Fine Art Printing:
It is a set of processes that involve procedures and substrates of the highest existing quality in the world market. They include: cotton paper, sustainable fibers or alphacelulose, water-based pigmented mineral inks, judicious color management using spectrophotometers (color-measuring devices), high-tech printers with ICC profiles customized for each paper or canvas, numbered certificate and in-depth training of the fine art printer.
3 – Art market:
The logic of the art market is different from the commodity market, which are products manufactured on a large scale. The creation of art requires quality time and resources when the goal is to perpetuate this art for future generations. In emerging countries, the concern with history is not as marked as in the first world countries with consolidated economy.
The fact is that nobody lives and understands their world completely without knowing the cultural artifacts left by previous generations. Our legacy. Also, when it comes to memory, conservation and history, high quality materials are employed to withstand the action of time, costing more.
In this sense, the work of the artists who are concerned with this aspect will choose reliable materials and still devote much more time and study in the creation of their artistic manifestation. This logic is diametrically opposed to the commodities market and offers products in smaller scale, therefore, with more exclusivity.
The art photograph market usually occurs through galleries and fairs, being governed by the number of works done by the artist; the lower the print run and the larger the image, the higher the prices reach, millions of dollars in some cases.
The photographs can be printed with one (1) print edition (retaking the status of Walter Benjamin’s unique work of art, conferring the exclusive “magic aura” on painting), which is interesting to notice that photography now triumphs against the age of technological reproducibility; or limited editions (closed) or continuous, the latter, as its name says, is characterized by the continuity of sales receiving serial numbers as a line of automobiles.
When the production is finished, the numbering is finished.
The subject is profound, but stay connected to our postings because we will soon launch our specially developed courses to elucidate these questions.
ADAMS, Ansel. A cópia. Com a colaboração de Robert Baker; tradução de João Ricardo Barros Penteado; revisão técnica de Thales Trigo e Alexandre Roberto de Carvalho. 3a Ed. São Paulo: Editora Senac São Paulo, 2005.
BENJAMIN, Walter. The Work of Art in the Age of Its Technological Reproducibility, and Other Writings on Media. Harvard University Press, 2008
BRIOT, Alain. Marketing fine art photography. Santa Barbara, CA: Rocky Nook, 2011.
WHAT DO YOU NEED IN YOUR PRINTS?
– Ecological papers 100% cotton or alphacelulose? – Refined prints with mineral pigments? – Permanence of image integrity with an average of 150 to 200 years? – Permanence without fading the color of images for decades? – More vibrant colors beyond what a minilab (normal photography) can offer? – Images with depth and smoothness in the transitions of hues?
– Color management with spectrophotometer and customized ICC profiles? (What you see on the screen is the closest to what will be printed?) – Professionalism and care in the smallest details? – Photographic works of art with acid-free passepartout, Crescent or Peterboro brand and Lineco angles and Neschen tapes, to frame with museum quality?
Request the visit of the consultant LOTUS FINE ART: Murilo A. A. Ito. (45) 98808-5668 (whatsapp) – Cascavel – Paraná – Brazil