How Cécilia Poupon used household objects to create our New World: Creating for Tomorrow identity

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How Cécilia Poupon used household objects to create our New World: Creating for Tomorrow identity


New World: Creating for Tomorrow is a programme of free, hands-on virtual sessions hosted by Today at Apple and It’s Nice That from 1 – 29 March. Building on our New World partnership in 2021, we’ll be hosting a series of Virtual Studio sessions with artists and designers who use creativity to present their ideals for the future.

The word often used to describe the practice of Paris-based photographer Cécilia Poupon is “otherworldly”. It’s certainly suitable, especially for how Cécilia’s lens renders objects with an unearthly quality, but it’s a slightly contradictory description once you understand the process behind-the-scenes. Despite its precision, the photographer’s work is all created in-camera, mostly using objects we all have lying around the house. It’s Cécilia’s ability to utilise creativity in imaginative, world-building ways, that encouraged It’s Nice That and the Today at Apple team to collaborate with her as part of our newly launched New World: Creating for Tomorrow series, as well as a driving factor as to why we’ve created the identity in partnership with the photographer.

A collaboration between It’s Nice That and Today at Apple, New World: Creating for Tomorrow, is a series of virtual studio sessions exploring how creativity can aid us in building a better tomorrow. Each session features a creative guest sharing a teachable moment from their practice to attendees at home, connecting the creative community through discussion and hands-on creation. However in spanning a variety of disciplines, such as illustration and VR, to collage and typography, we needed a way to visualise the future-facing sentiment behind our session leaders’ work. Cécilia’s abstract photographic work – the focus of her very own session on how to create hyperreal visuals within still life photography – offered the answer, creating a series of visuals representing a yet to be defined “New World”.

To begin creating the unidentifiable objects you will spot across our identity for 2022, Cécilia began researching into various materials or textures. Answering our need to visualise a New World, the first step was to look for “materials that were unrecognisable,” Cécilia tells It’s Nice That. Deciding to create these objects herself, this phase involved comparing and contrasting materials which offered a flexibility to work with in-camera, “so we could shape them into something otherworldly”.



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