Armani Casa’s Milan boutique, as seen through the lens of Lukas Wassmann
Swiss photographer Lukas Wassmann captures moments with a rare sense of levity. His talent for balancing humour and gravitas has won him an array of admirers (and clients) across the fashion world, from Victoria Beckham to Nike to Christian Dior. His outre portraiture has also turned heads, with subjects including G-Star Raw’s denim disciple Pharrell Williams, Swiss design legend Lora Lamm, and his pet German hunting dog, Gustl vom Allgäuer Tor. The 2006 Hyères International 10 Photographers prize, and the coveted Swiss Federal Design Award in 2013 help prop up the 36 year-old’s bulging trophy cabinet.
As a fashion and design photographer, Wassmann has garnered a famed ability to find and capture unassuming, oft-ignored moments, making him the perfect candidate to capture an opening event. So realised Armani Casa, who asked Wassmann to attend its store launch in Milan during Salone del Mobile, camera in tow.
Located on the Corso Venezia – known for its fashion stores, and not necessarily its design houses – the light-filled, three-storey boutique hosts the entire Armani Casa range, including furniture, home accessories and the brand’s signature Interior Design Service. ‘My thought was to use the new location and the entire collection altogether to construct a photo story, showing the collection as I see it,’ explains Wassmann.
For a brand whose aesthetic exudes clean sophistication, it is a nice surprise to see them lean towards the unconventional charm that Wassmann favours; together they have elevated ‘party shots’ to glossy new heights.
Guests are seen in quiet moments of refection, screaming with laughter, or nonchalantly with their backs turned. These shots are merged with the new collection’s light structures, slim silhouettes, and often unexpected bright hues creating a sense of theatre that Wassmann has curated himself with the use of dramatic shadows and reflections.