Somewhere Else for La Sardina

We spotted this gloriously pimped Sardina camera at the La Sardina Wardrobe Exhibition Opening Party last month. The design is by studio Somewhere Else, a group of dreamers, outsiders and shamans that conjures new stories and mythologies, and are all about the constant shift away from the ordinary; the persistent journey to create work that goes beyond the basal need to communicate. Their portfolio is choc full of darn excellent stuff but also the gorgeous design of their website turned our heads.

Creative Director Yong about the design: “Taking a camera out on an adventure is very much like a sea voyage—it can yield amazing results but it can also be seductively dangerous. Approaching the La Sardina customisation project with this romantic “sea-faring into somewhere else” view, the camera is painted in a grey common among naval vessels which then provides the backdrop for the white pencil illustrations inspired by vintage sailor tattoos. On the front panel there are illustrations of lucky charms and on the rear panel is a phrase “T’was right, said they, such birds to slay / that bring the fog and mist” which is part of an English poem – The Rime Of The Ancient Mariner – all combined to bid the camera user good luck. To top it all off, an orange camera case was custom-made to mimic a life vest. Emblazoned with the Somewhere Else logo, the camera is now all set for the next great adventure!”

The La Sardina Wardrobe exhibition showcases 11 customized cameras by local artists and runs until October 14, 12:00 – 21:00 at the Lomography Gallery Store, 295 South Bridge Road #01-01.

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