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Client: Malmö Opera

Industry: Operas and plays

Service: Campaign development, Art direction, Photography

Client: Malmö Opera

Industry: Operas and plays

Service: Campaign development, Art direction, Photography

Capturing romance and reality, a modern take on La Bohème.

In the heart of 1960s New York, amidst the thriving artist quarters of SoHo, a visual narrative unfolds, echoing the timeless themes of Giacomo Puccini’s “La Bohème.” This interpretation, steeped in a contemporary setting, weaves a poignant story of love, friendship, aspirations, decadence, passion, and the burgeoning pop art movement.

The story centers around six young bohemians living collectively in an old industrial space converted into a studio. Completely devoted to their art, they dream of making it big, despite their financial struggles. The loft, cold and rent-overdue during the festive season, becomes a crucible for their dreams and realities.

Visual Concept: The focal point of this visual reimagining lies in the intimate interaction between two characters, Rodolfo, a poet, and Mimì, a textile artist, captured in a defining moment of their relationship. Surrounded by the stark, raw aesthetics of their loft, they hold balloons – symbols of their dreams and the fleeting nature of love. The photograph encapsulates their doubt: are they falling headfirst into love, or standing on the precipice of its end?

Their surroundings, brimming with creativity and artistic decadence, reflect the era’s fascination with fashion, art, theater, music, literature, poetry, and cinema. In this setting, new art forms emerge, symbolizing boundless freedom and possibility.

More information about the play:
La bohème – Malmö Opera

Between love and doubt, capturing the essence of relationships and the struggle of SoHo’s bohemians lovers.
Malmö Opera, advertising and campaign photography.