The London-based multidisciplinary conceptual artist cultivates a taste for the casual, the humorous, and the unusual, transforming the ordinary into the extraordinary, as in his Gucci campaigns, a feast of fantasy.
Max Siedentopf has been making up the world according to his briefs for the past ten years in photography, sculpture, publishing, and fashion. This native of Windhoek, Namibia has worked in Berlin, Los Angeles, and Amsterdam, where he became artistic director of the Kesselskramer agency, before moving to London. In the meantime, he founded the magazine “Ordinary,” which invites artists and photographers to bring out the extraordinary in the ordinary objects of everyday life, and practiced as a video director. He made a name for himself thanks to Mine Right Now by the Norwegian singer Sigrid, whom he had to replace unexpectedly on the image, following a cancelled flight. As for his sound installation, “Toto Forever,” which he created in the Namib desert, it is among the ten outstanding works of Artnet. It is one of the ten most important works in the exhibition, along with Prada Marfa by Elmgreen & Dragset, Yellow Pumpkin by Yayoi Kusama and Colline Notre-Dame du Haut by Le Corbusier.
Gucci at its best!
This zany virtuoso combines commercial projects with personal activities, such as How to Survive a Deadly Global Virus on Covid-19. But it is in the world of fashion that he is best known. In particular with Gucci. He designed several playful and surreal campaigns dedicated to capsule collections for Gucci Vault, the digital concept store for les cent ans de la Maison. For example, Gucci x Delvaux celebrating bags that recite poems, Gucci x Charvet which animates ties and bow ties, and Gucci x Major League Baseball in a game of assembling stories from various teams. In May 2022, Max Siedentopf takes the concept to the extreme with the GG monogram, introduced in the 1970s, which he reinterprets following Alessandro Michele’s Love Parade show as a tribute to the House’s models. Here, the iconic motif is omnipresent, from floor to ceiling, exposing its timeless value between past, present, and future.
Photo credit © Max Siedentopf / Gucci