Lorenzo Butti is a Swiss-based Italian art director, photographer and graphic designer who is currently also working on several “cultural projects” through which he explores the image consciousness of contemporary society and the inherent elusiveness of reality. Informed by his background in art direction and branding for high end products and companies, his projects allude to the fictitious nature of reality while crucially showing us a way to reconfigure it on our own terms.
EXIT is a photographic series depicting “blank spaces” that the artist has come across in his travels. In a world where every available space is voraciously used for advertisement, promotion or information, these images allows the viewer a moment of reflection, a clean slate to project a personal version of the everyday and a portal to escape from a reality that society has fashioned on our behalf.
Having inverted our expectations in pictorial terms in EXIT, in his series AGAIN, Butti now does so in words by symbolically “collecting” protest placards from various demonstrations and rewriting their messages. The appropriated signs humorously reinterpret typical protest slogans to question both their effectiveness and our certainties. More than that however, as in his other projects, they poetically encourage us to consider the non-existence of a single truth.