Introducing Monia Marchionni.
When a wonderful opportunity arises from a chance.
Infact the chance brought us together and then Monia joined the UPGRAPE team to offer her professional skill for creating images and photos that identify our brand.
After graduating from the Academy of Fine Arts in Bologna, Monia attended Philosophy science at the Alma Mater Studiorum of Bologna where she got the rmaster's degree.
She combines a deep humanistic culture with a viral passion for images and photography.
Hi Monia, what made you decide to share the UPGRAPE project with us?
Hello, and thank you for involving me. Your vision convinced me to embrace the keyconcepts of UPGRAPE which are close to my philosophy of life, such as environmental respect, the use of alternative materials from plantorigin, the quality of the product completely made in Italy and recognizability. Just to name a few.
Why and how does your photography match with the UPGRAPE project?
My photography is not fashion photography, but it is of an authorial, staged nature, it is a staging of a specific setting with the aim of interpreting a concept, of giving shape to a vision. So my work is coordinated with the UPGRAPE project. I draw my inspiration from the environment that surrounds me, from the history of a place, I catch the extraordinary behind the ordinary, I realizes hots full of emotions and surreal atmospheres. I have connected all this to the ethics of the brand, creating images that could both interpret the concepts and present the products in their uniqueness.
How important are territory and human capital in photographic creation?
They are important in relation to how important they are for the client who commissions the photographic campaign. Understanding the strengths of the brand and interpreting its mission are the essence of my work. There are those who are interested in emphasizing the design of the product, those who are interested in originality, and those wishing to attract a specific target of consumers. So the photographic approach will be completely different, although my language will remain recognizable. Every time I start a project I carefully analyze the philosophy of the company. The aimis to satisfy the client while maintaining my authorial look.
For UPGRAPE the link with the territory and the human capital are essential elements of its mission, so much so that it pushes for a real km production, exclusively in its own region, the Marche. And even more important is the ethical principle of life time for the workers, within a flexible schedule that reconciles quality of life with working time so to enhance human resources. For these reasons, I based the photographic campaign on the beneficial effects of nature.
We can and must coexist in a form of conviviality where we do not exploit the environment to obtain useless objects, but transforms organic materials into bags and accessories that are themselves witnesses of the virtuous and sustainable cycle at the base of UPGRAPE, and the preservation of the world typical of the new generations. In this UPGRAPE is absolutely innovative and in step with the times.
When you first heard the name UPGRAPE, what did you imagine?
I immediately thought of 'upgrade' in the sense of an upgraded and updated version of a computer, then I split the word UP and GRAPE, therefore organicmaterial. I considered the logo, whichis in fact a circle, therefore a cycle, and I started with combinations: an enhanced vision of a natural cycle, an updated version of a new way of producing goods, a new cycle of work that respects the environment, etc.
UPGRAPE, how many things can be deduced from one word.
ph: ©Monia Marchionni ig: @monia_marchionni