In a digital age, the visual codes of luxury advertising are fast becoming a cliché. In reaction, pioneering digital artists are deconstructing images of luxury to create a new aesthetic – digital baroque. They are exaggerating, distorting and idealising the character of products and brands to create images that appeal to digitally sophisticated consumers. (Classic, Tim)
Recognisable product and model shapes are distorted to create unique visual qualities. 3D modelling and motion graphics elevate the precious and technically-advanced elements of products. Exaggerated forms of CGI ornamentation such as soft, sublime lighting, immaculate glossy finishes and fantastic forms emulate the visual codes often used in classical paintings and religious art to create a sense of digital opulence.
As an introduction to these pioneering image-makers, check out Le Creative Sweatshop, artist Ada Sokół and jewellery designer Étienne Garachon, digital artist Albert Omoss, Healing with Wounds by Matthew Stone, and John Hogan’s glass sculptures. Weird. Wonderful.
Via. LSN Global