UMAMI
  • Umami 
    Visual Identity
HOTEL ROOM

Privacy, the right to the private space,
a space that each one of us chooses
and, therefore, identifies us, has become anonymity in our mass society.
The anonymity E. Hopper shows to us. The anonymity of a face with no profile, of a lonely scattering figure in the middle of urban scenarios of abandoned gas stations or hotel rooms. We have transfered the city to the traveler,
the person who walks by places of ephemeral or lasting transit. And in such a never-ending movement, identity has been consigned to oblivion.

Bearing this loss of identity in mind, under the supremacy of canons that bomb us from advertisements everywhere telling us about the "perfect lady", the reflection on the gap that the feminine dichotomy of Eros and Thanatos represents is totally relevant.

This fight between two poles leads the following photographies. Starting from non-places, hotel rooms, where privacy, loneliness and anonymity meet, a search of the lost identity is offered, by means of scenes built up as "tableaux vivants", where images are simulacra of life.

The protagonist, unable to create a real bound either with spaces or with people, believes this simulacrum is the only way she can think of to meet again with herself...
UMAMI

Umami is a Barcelona based multidisciplinary creative studio just founded in 2011 focused on comunication design, social branding consultancy and experimental media projects. They asked me to develop their visual identity and, reading the name “Umami”, I started thinking about the greatest pleasures in life, knowing that they are what people say you cannot do, so seven are my starting point.
Fields
Art Direction, Design, Branding
Date
2011