Sofia Grytsiv is a photographer who calls herself an "anti-photographer." Her latest shoot took place at Apple Opéra, an Apple Store in Paris. Four iPhones on the display table each show the model's face, while two iPads frame her from different angles. Right next to customers browsing products, the store's own devices became her shooting gear. She turned the Apple Store into a studio of her own.
Grytsiv's work always twists familiar formulas. In mirror selfies, she holds up a dog instead of a phone, and in her project "Rebrand," she plays a fictional celebrity herself, capturing the character's fall in a playful poster. Ordinary scenes are reborn as subverted images in her hands. Flipping conventions upside down is her method.
The act of shooting inside the store is itself a performance. A space designed for consumption becomes a stage for creation, and the displayed iPhones and iPads turn into cameras and monitors. It's also a declaration that you don't need to own equipment to shoot. She creates new images with what's already accessible.
We can't wait to see what the "anti-photographer" shoots next. What everyday space will she turn into a studio, and what familiar scene will she flip? If you could turn any space into a photo studio, which would you choose?
Grytsiv's work always twists familiar formulas. In mirror selfies, she holds up a dog instead of a phone, and in her project "Rebrand," she plays a fictional celebrity herself, capturing the character's fall in a playful poster. Ordinary scenes are reborn as subverted images in her hands. Flipping conventions upside down is her method.
The act of shooting inside the store is itself a performance. A space designed for consumption becomes a stage for creation, and the displayed iPhones and iPads turn into cameras and monitors. It's also a declaration that you don't need to own equipment to shoot. She creates new images with what's already accessible.
We can't wait to see what the "anti-photographer" shoots next. What everyday space will she turn into a studio, and what familiar scene will she flip? If you could turn any space into a photo studio, which would you choose?
FAQ
Where did Sophia Glich shoot?
Sophia Glich shot at the Apple Opéra store in Paris. She turned the store into a studio, photographing models using four iPhones and two iPads displayed on the tables.
What does anti-photographer mean?
Anti-photographer is what Sophia Glich calls herself. She works by twisting familiar shooting formulas, transforming everyday spaces into studios, and subverting conventions.
What is Sophia Glich's Rebrand project?
Rebrand is a project where Sophia Glich plays fictional celebrities herself and creates playful posters of them falling. It embodies her approach of subverting familiar everyday scenes.
