Twice as nice!
The installation was removed, stored and then reinstalled at the Photo London 2021 Photography Fair that took place at London’s Somerset House in September. It has since been removed again and is available to reinstall elsewhere should Loreal ever wish it to be used again in the future.
During the ‘Around the Table’ exhibition, Nude Pepper was an immersive kitchen space that invited the viewer to consume and, in turn, be consumed by its sights, scents, and sounds. “As I was developing this piece, I knew that Phototex was the material I needed for the wall covering,” explained Loreal Prystaj, who first used this fully recyclable, self-adhesive fabric for her degree show at the Royal College of Art.
She continued: “Phototex was like nothing I had used before. It is very easy to apply, remove and then reapply. This is so important for me as it is hugely frustrating to work with products that are tricky to install and allow no margin for trial and error. What I love about Phototex is that I can quickly remove bubbles and creases and, if it has been installed slightly crookedly, it is very easy to remove and replace exactly as I want it. In addition, Phototex is really strong and doesn’t tear like actual wallpapers or stretch like most vinyls, no matter how many times you apply it. As a visual Artist who relies 100 percent on photorealistic reproduction, this is absolutely vital and a key reason why Phototex is so important to use for my work.”
Nude Pepper was exhibited at Photo London by art dealer Kovet.Art, after the founders, Saras Rachupalli and Camilla Grimaldi, saw the work at No.20 Arts and asked iLoreal if she would show the project at their Somerset House event.
Loreal added: “Derric from Landor UK explained how easy it would be to remove the Phototex in such a way that I could easily use the material again. It involved rolling the media onto a non-porous roll and essentially enabling the adhesive to stick to itself. He said I could then reapply it in exactly the same way as before in the new location. This is what I did and it worked perfectly!”
Phototex has a receptive coating that enables hugely detailed inkjet printing and facilitates vibrant and striking finished images. The unique, patented adhesive enables fast, easy application and it can be removed and re-applied without leaving any unsightly residue or surface damage.
Loreal concluded: “I am very grateful to Landor UK for helping me with this project. As an artist, I want to use products that maximise the impact of my work, but this is not always possible because of budget and availability. Landor has been so helpful in making this material accessible and affordable for me, which I believe is vital to the success of this installation! Being able to use the same materials again, with no loss of quality or waste of product has been a huge advantage. It’s amazing how useful Phototex has been in displaying this art project – not once – but twice!”
For further information on Phototex, visit: www.phototex.co.uk