Freeze at Frieze

Frieze Art Fair is one of the biggest/leading art fairs in Europe and the world.


Frieze Art Fair London 2012: I decided to document people’s behavior and I took pictures of people taking pictures during the art fair. I wanted to freeze what I was experiencing that day. Taking a photo is such a natural behavior at any place or moment. We all seek for photos. We feel that we must show something to other people, prove we’ve been somewhere. A photo works as a tool for our memory. It works like a diary. We also seek for confirmation. We document so many things (or every “cool” thing) and show to our friends. We seek for sharing and for “likes” in our pictures.

During an art fair it’s quiet interesting to observe this natural phenomenon. The pictures and people become so interactive. It’s funny how we aesthetically experience what the artist is trying to communicate too when we have a camera. People go to a fair mainly to collect images. It’s probably images they’ll never even see again. But also a bunch of images they don’t look for real when they are present, because the eye that captures the moment is only the Camera Eye. (note: this is not a judgement of what is right or wrong).

Go to an art fair like Frieze is the same you can experience if you are on vacation in Rome, or to visit a Maya temple in Peru or drop by The Great Wall of China. Obviously, there will be loads of people taking photos, and then uploading, tagging, sharing. You will be one of those doing this too. Just like me.

My point is that the camera is the art tool that builds a new empire these days. We’re all building our Pyramids with flashes / filters and contributing for this new generation where everything is mapped. My main questions are: Did we become even more superficial then what Andy Warhol communicated with his work? How should the artist work with this scenario where everything that matters is the “click” of a camera? How to communicate with a viewer that only seeks for a photo?

Art has always been on the viewer, not in the object, but today an image to illustrate this fact is so clear and spontaneous. It’s a person holding a camera + feeling the need of a photo. The image I want to save tells so much about who I am on a deeper level (even when I’m not aware of it). If you start to observe people, some shots enlighten even more what was painted or sculpted. The light of the environment and reflection of the glass of some works interact directly with who has a camera in hand. Colors, shapes and the way people are dressed too. Even the camera brand people buy interact with the Artist Work. Art and people have never been so connected like today.

People are a picture of what they picture, and you don’t need a camera to experience that.


Bigger Picture VS Small picture. Reminds me of Rothko.




Structure -> Photo / Share / Like

Hidden Filter.IMG_7739

*Attention for the hand asking to “stop” the picture.


WAVE. IMG_7727

Bonus: When the artist talks deeply with a person there’s a need of saving a picture of his name.Big Black Screen

Black Screen Slaves. IMG_7718

Viewer inside the painting.IMG_7715IMG_7706IMG_7704

Love the way he is bending the same way that the painting is.IMG_7703IMG_7701

Freeze the moment.IMG_7696

Detail of the painting on the wall also looking where the girl is taking a picture.IMG_7695IMG_7693

Another Flash is shinning.


Yellow circle. Black Circle.IMG_7690IMG_7683

Vintage Dress + Vintage Camera + Vintage Artwork IMG_7681


Up there, down here.IMG_7661

“I’m a picture of what I picture”. IMG_7660IMG_7654IMG_7653IMG_7652

The Big Bang also started with a Flash light. IMG_7648IMG_7642

Twins.     IMG_7640IMG_7638Third Eye.