Crafting the concept behind the shoot

The objects we choose to surround ourselves with—whether they are pieces of furniture, fashion items, or art—are not just functional or decorative but are deeply intertwined with our personal and social identities. In that light, the photoshoot, "I AM AN ICON," is an exploration of how we acquire taste and build an identity through the objects we possess or aspire to possess, and it focuses on iconic chairs. The chair affects and reflects the body it supports, with its arms, legs, seat, and back, making it the piece of furniture closest to the human being. In fact, it is anthropomorphic. Therefore, there is no better example of an item that has the personal touch and physical imprint of its user than a chair. And no better object to embody the concept behind the photoshoot.

CREATIVE DELUSIONS:

Let’s go back to the beginning, to how "I AM AN ICON" came to be. The idea behind this shoot was inspired by a short story by Georges Perec named "Things." "Things" tells the story of Jérôme and Sylvie, a Parisian couple enjoying a comfortable bourgeois-bohemian (bobo) lifestyle, characterized by their white-collar jobs and progressive tastes. They work as surveyors in the thriving marketing sector, but despite their seemingly enviable life, Jérôme and Sylvie often find themselves yearning for more possessions—not out of necessity, but to elevate their social status and exhibit their refined taste. They dream of acquiring elegant furniture, fashionable clothing, and luxurious accessories, all symbols of their desired place in the French upper class. The novel largely contrasts their current possessions with their aspirations, highlighting their growing dissatisfaction and anxiety.

The story isn't just a critique of consumerism. It is also a relatable source because it captures the anxiety we all feel about our life aspirations and how they shape our identity. Aspirations can be exhausting, especially when approached in an unhealthy manner. However these aspirations, the yearning for better, are not solely superficial; at least they don’t have to be. They can be seen as forms of creative delusions that inspire us to learn more about the world and explore our tastes. As Julia Fox aptly put it: “Be delusional! Like anyone that’s anybody was delusional… they did not calculate where they were, they just believed it and they became it.” Moreover today, in 2024, we face even greater challenges than Jérôme and Sylvie. Just forging a sense of identity in this harsh reality is an achievement, and our refined "delusions" help us navigate the world we inhabit.

BEING ICONIC:

In the shoot, we chose a design object to represent our psyche but why do we use the word “icon" to describe it? We feature iconic chairs in this shoot—some already enshrined in design history and others aspiring to that status. But is the person impersonating the chair iconic? There is no right answer to this question but the use of the word "iconic" is crucial here. It is a term that is frequently used today, especially online. I am sure you have seen a caption or a comment that says: ”That’s iconic!" a million times. Many wish to be iconic, or at least to be perceived that way. Today that is often achieved through self-presentation, thus people do not have to be truly iconic, —whatever that might mean— they just need to be perceived as such. The shoot represents how someone can appear to be “iconic” in their delusions as they become the chair they aspire to possess. Because by having such a design object, they can demonstrate their "refined taste" to the onlookers.

For over a decade now, social media is influencing taste and the way people present their identities. What it does; it often renders our creative delusions superficial and tastes ephemeral. It fosters the idea of being iconic without truly embodying an icon. But let’s not give in to the temptation. Let’s make the most of our creative delusions! Let’s not just pin the pretty chair we see on Pinterest but BE the chair we admire. Let’s research it. Read about its designer. Dig deeper than the surface level. Be authentic in our interests. Don’t just see them as tools to be perceived "in some type of way.” Let’s embrace your creative delusions! And hopefully, we can go beyond the imagery and appreciate the concepts and ideas behind things we surround ourselves with.