The attention to photography has grown exponentially in recent years, along with the increasingly widespread proliferation of fairs dedicated to this field. Among the positive trends for this medium – widely followed and interpreted in various nuances – there is The Phair, the exhibition held from May 9 to 11 in Turin at the OGR.The tourist impact of such events is now well known, and the effort each host city puts into these occasions is significant. In Turin too, in order to promote national photographic heritage and in synergy with civic museum administrations such as the GAM, a virtuous collaboration was established. This led to the choice of using a photograph by Mario Gibinio from 1934, “Zeppelin Ride in Motion”, as the logo for the sixth edition of the fair, an image that symbolises both the city and fine-art photography.
Gioberto Noro, “ID-Zone”, 2010, archival pigment print on cotton rag paper, 104×152 cm, ed. 5, courtesy Galleria Simóndi, Torino
Walking through the fair’s booths, one quickly noticed the diverse and eclectic range of the 50 participating galleries. The exhibition showcased photographs with a minimal aesthetic in which nature dominates the image, evoking a kind of silent connection with Eastern philosophies aimed at calming the spirit and abstracting the mind. Standouts included the Turin-based duo Gioberto Noro (Sergio Gioberto + Marinella Noro), represented by Galleria Simóndi. Their work, heavily focused on the concept of space, explores depth of field with perspective boundaries that frame the images. The intense colours and the explosion of nature within the photographs draw the viewer into an immersive, Zen-like reality. Another defining element of the fair was the human body, always a central subject in photography, but here it took on new and different meanings. Surreal and dreamlike images by Philipp Toledano, represented by Tallulah Studio Art, stood alongside the graceful and ethereal female bodies captured by Bastiaan Woudt from Jaeger Art.
Julia Fullerton Batten, “Chinampas”, 2024, Baryta Print mounted on dibond and framed, 137×102 cm, courtesy Galleria P., Ostenda
The proposal from Galleria P. (Ostend) was also innovative and multifaceted. The photographers behind this gallery projects into their lenses a vision of reality that is both elegant and fantastic, yet at the same time intense and provocative, depending on the individual approach of each artist. British photographer Julia Fullerton-Batten, through the use of staged photography and saturated colours, prompts us to imagine what reality could be like, encouraging lateral thinking about places and situations. Her images become unusual narratives where the subjects act as true characters in her imaginary world, forming tableaux vivants, sometimes soft and powdery in tone, and at other times vividly coloured. Frédéric Fontenoy, also represented by Galleria P., offers a different interpretation of reality. Drawing on his family life, he presents an intense and avant-garde vision of his world, filled with refined and sensual insights. His black-and-white photos, marked by stark contrasts in both tone and content, contain references to Brâncuși or early 20th-century Asian culture.
Frédéric Fontenoy, “Narcisse au Tub”, 2024, gelatin silver print, framed behind museum glass, 80×100 cm, courtesy Galleria P., Ostenda
Inevitably, the fair also featured established artists whose timeless photographic styles remain highly sought after by the public. A key example was the proposal by Galleria Franco Noero, showcasing works by Robert Mapplethorpe. The gallery has collaborated with the Mapplethorpe Foundation for over twelve years, and remains iconic for its 2019 exhibition and the current one at its via Mottalciata location in Turin. Mapplethorpe, an artist who needs no introduction, is currently celebrated through a major retrospective titled “Robert Mapplethorpe: The Forms of the Classical” at Stanze della Fotografia in Venice, curated by Denis Curti. The presence of renowned photographers at fairs has become a staple in recent years. And despite the trend outlined in the Deloitte Private Report indicating an overall decline in photographic market revenue, investment in classical photography remains relatively stable and is even growing in the case of well-known Italian photographers. However, The Phair also focused on emerging artists. Eva Frappiccini, represented by Galleria Simóndi, is launching an experimental project dedicated to artists under 40, aiming to spotlight the ten most relevant emerging voices on the contemporary scene. Frappiccini, who works with photography in connection with other media such as video and installations, was also the winner of the Just The Woman I Am award.
Mario Gabinio, “Torino. Giostra Zeppelin in movimento. Ripresa notturna”, 1934, Archivio Fotografico dei Musei Civici – Fondazione Torino Musei, fondo Gabinio. Su concessione della Fondazione Torino Musei
Overall, The Phair holds its own when compared to similar European events. Thanks to its meticulous organisation and the involvement of professionals not only in the fair environment but also through in-depth talks, which brought figures like Joan Fontcuberta to Turin, it remains a significant event for both photography and the city.
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Globetrotter, passionate about literature, lover of art and photography. I never leave for a trip without taking with me a book by an author of the place where I will go. I have dreamed of moving to Paris for years and sooner or later I will!
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