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Commissioned project were I was given the challenge to photograph 10 dishes at my choice from Noshi Coffee Garden.

This project is an ideological reflection on what is this relationship between the image of a product being sold and a client, namely in a contemporary society that is daily overwhelmed by images of products contextualized in a supposed idyllic life carried out by its actors. Ease, safety, comfort, desire, beauty and style are the concepts that generate sales.

Following conceptually the artistic work that I have been developing in recent years around the photographic image, where I take photography as a fallacy, subject to a highly subjective universe of interpretation, I built a small project based on some of the dishes served by Noshi, but which aims at a wider reading, creating images that emphasize this notion of fiction. Photography never represents reality per se, but rather mimics elements that are often familiar to us, and which as a whole can represent us as something familiar or even a memory. Our reading of a photographic image is made on the basis of our own life and what we know.

This is not an illustrative project, but rather an interpretive project, where the scenarios were constructed to offer a subliminal reading about a given element and thus a highly subjective reading about what a particular image intends to sell.