27May
2015

Max: A man with #nofilter

max.jpg

In this era of social networks, where photo sharing, tweeting, and selfie posting have become a part of daily life there is no need to explain the importance of photographic communication: a photograph can be more eloquent than a hundred words.

At Avignonesi, we certainly believe in the power of images, and we are happy to share instantaneous glimpses of the “Avignonesi universe” with our loyal followers on facebook, instagram, twitter, and our blog.

Today, we would like to step behind the camera and present our resident photographer Max de Zarobe, the man who captures the daily life at Avignonesi, the way that he sees it, with #nofilter.

This is one of his recent photos


and this was the caption he wrote underneath it: “This Leica Elmar 5cm lens is now 78 years old, and still unequalled

For Max’s 16th birthday, his father bought him his first camera, a 1942 Leica with a 1937 lens, which he still uses today. Already then, this was a camera out of date with no auto-focus and no colour enhancement. It was a camera with #nofilters, which forced the user to take his time, focus and learn to take good photographs.

 

Where today’s photo sharing relies on smartphones, Japanese super cameras, auto-zoom, filters, and photo editing programmes, Max still thinks back to his childhood in the 60ies, where he used to spends hours in his friend’s father’s dark room, spellbound by the secrets of the photo developing and the art of hand-editing photographs, using only an ink pen.

Max has kept an archive of all the photos he has developed in his life, from the paper-print age to the digital age, where the darkroom has been substituted with a high-tech photo printer, but his approach to photography in itself hasn’t changed: black and white, “out of time” beauty, which captures and emanates emotion. #nofilter.

Max is often seen walking around the winery with his camera in hand. He goes into the vineyard, wanders around the cellar, looks at tractors, at the land, at the light, at the clouds, at the hands and faces of the Avignonesi people working – and through his lens a veritable window into the universe of Avignonesi opens up to all who want to take the time to look through it.

Max:

What interests me is to create a portrait of Avignonesi, not by showing our labels or our bottles, or even our grapes, but by giving substance to everything that comes before the bottle on the table. I go up stream, so to speak.

I see an immense landscape before me, which leaves me in awe because of its beauty. It’s a landscape of horizons and soils, human faces, dreams, climate and machines, stubbornness and determination. A landscape of diversity that we are proud to call Avignonesi.

To a certain extent a photograph is comparable to a bottle of wine. Both are a testament to a moment in time, one frozen on paper, the other contained in a bottle. Both speak to our senses in a very personal way and both convey a sense of place.”
 

One can say that Max, through his photographs, in many small fragments, captures the essence of what is terroir to Avignonesi: a dynamic, breathing entity of place, grape, climate and man which takes on a new shape every day. He makes it possible for us to convey that essence to you with #nofilter, which has always been the preferred Avignonesi way.

23May
2015

A Bull named Desiderio

Desiderio.jpg There is one label in the Avignonesi collection of wines, which above all the others sparks curiosity: Desiderio. The name in itself, meaning Desire, is strong and bold, and there is a big, white bull depicted on the label. But why? What does a... Read more
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Stories

27May
2015

Max: A man with #nofilter

max.jpg "I see an immense landscape before me, which leaves me in awe because of its beauty. It’s a landscape of horizons and soils, human faces, dreams, climate and machines, stubbornness and determination. It's Avignonesi" Read more
23May
2015

A Bull named Desiderio

Desiderio.jpg There is one label in the Avignonesi collection of wines, which above all the others sparks curiosity: Desiderio. The name in itself, meaning Desire, is strong and bold, and there is a big, white bull depicted on the label. But why? What does a... Read more
26Mar
2015

The Chaos that is Vinitaly

Vinitaly.jpg This blog entry is not  written by us, but  it could just a well have been, as it perfectly reflects our opinion  about Vinitaly . Read more
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