ThePhair is an annual event dedicated to photography, to the image as a conceptual expression rather than only a technical and descriptive instrument of reality. The first edition in 2019 was hosted by Ex-Borsa Valori in Turin centre.
The first approach with this event was a meeting: they told us about the project and also the name they have thought about. We were incredibly enthusiastic to start but we knew that if a project doesn’t have a good name, you cannot start in the right way. So – like Justin Timberlake in The Founder – we said to them “Is it a photography fair? Just call that The Phair“. You can see the results below.
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