pdnpromoswekept: Unwrapping Laurie Frankel’s Recycled…


Unwrapping Laurie Frankel’s Recycled Promo

Laurie Frankel’s delightfully hand-made promo highlighting her Dutch still-life-inspired photographs from her “Recycled Beauty” project arrived yesterday. What attracted me to it was its inventive and wonderfully excessive materiality—it’s a feast of textures, with a very personalized quality to it.

“‘Recycled Beauty’ has been a collaboration with my friend and creative stylist, Diane Gatterdam,” Frankel told PDN via email. “Diane and I have long been intrigued by discarded objects. Even in their decayed state, they carried a kind of dignity: of having impact on our lives. At the same time, there was sadness in their beauty; having been scrapped while their age spoke of that service. Diane and I were inspired to capture that beauty, contrasting both the industrial and natural.”

The promo’s parchment paper envelope measures roughly 5.5 x 8 inches, and was labeled with notebook paper and held together with faux-copper and cello-tape. It was impossible to open it delicately. Inside the envelope was a package wrapped with a very long [16 ft.] piece of string binding together a handwritten card with Frankel’s branding debossed onto beer-coaster-thick white cardstock, with her images sandwiched between two different pieces of cardboard.

The three photographs at the heart of the promo are beautifully printed on neatly folded sheets of 14.75 x 19.75 onionskin paper, which feel precious and fragile. Frankel’s still-life compositions include rusted paint cans, fruit in varying degrees of decomposition, distressed glass, and detritus including a vintage tin of “M. Melachrino & Co. Egyptian Cigarettes.” The typography is understated, with only her URL printed in the lower-right corner of the images.

“As a former designer, presentation is as important as the images to me, so when considering how to share these images, I wanted the entire package to embody the concept of the project,” Frankel says. “We considered a lot of different materials but ultimately felt that burned parchment paper and recycled boards were the best fit.”

The pleasure of this promo for me was being able to sense the hand of the photographer through its construction, the promo was Tartis-like with its requisite layers needing unraveling for Frankel’s images to be revealed—in the end the unwrapped promo and all its components became a still-life of sorts on my desk.

—Darren Ching

See full post here: Laurie Frankel Photography2014-11-10.