About

Florian Seidel

c/o Studio Seidel

Florian Seidel is an artist, director and photographer.

For many years he has been working at the interface between art and commerce, always striving to offer a slightly different perspective on objects, products,

and life in general.

He has won numerous awards for his diverse projects,

which are always characterized by a deep passion

for craftsmanship.

With the series 12 Houses, he has reimagined and recomposed architectural photography. The works were created on his travels around the world. The mostly nameless and anonymous high-rise facades, with their invisible, hidden living and working environments, are reduced to abstract details, whose graphic patterns not only capture the rhythm of the city but also the forms of communication in today's digital world: internal networks, condensed into a visual language.

The

Creation process

The 12 Houses series is based on original photographs of international high-rise facades – with their true colors, without filters or retouching. In a complex copy-paste process, the very structure of the images was altered and destroyed. As the project evolved into newly arranged collages, sometimes more than 100 identical photos are digitally stacked on top of each other, each one manually moved to create a new composition. Each work remains a photograph at its core, but is translated into a new visual language: