ART by Alfredo Longo

Quite naturally, Alfredo Longo's work is enriched by a strong civic dimension without giving in to the temptation of facile activism.
The spray can has established itself in his creative universe first and foremost as a series of splashes of colour dotting the urban landscape. It is important to note that this small object, one of the essential symbols of our consumer society, which currently forms the basis of each of Alfredo Longo's works, initially appears to him as a chromatic element, a “touch” of fantasy in the surrounding greyness.

The artist's eye, trained to seize aesthetic opportunities in the smallest details of everyday life, thus appropriates the can to make it the central element of his creation. He sorts, cuts, compresses, reshapes, inlays, assembles... transforming it while preserving the object's identity, without ever completely merging it into the mass of the work. This small metal container will be 100 years old in 2035 and has long been one of our “classic” consumer items. The can is characterised first and foremost by its almost unlimited recycling potential, and secondly by a colour range that can easily satisfy an artist's palette. Finally, its status as the ultimate advertising medium, reflecting the most extravagant marketing strategies, testifies to the omnipresence of global brands. In short, the can reflects society and lifestyle. Our country alone consumes more than a billion cans a year... Alfredo Longo takes advantage of all these aspects by transforming their impact on society and the public.

Consumers thus become suppliers of raw materials for future works while performing an ecological act. The artist breathes new life into this raw material, while retaining a significant part of its commercial identity, particularly through the spirit of consumption that inhabits it or through the colours and logos that are now part of our collective imagination.

His career spans several decades and, beyond the evolution of themes and techniques, continues to pursue the same aspiration to create works that stand as faithful witnesses to his vision of the world, his concerns and his aspirations, not only as a creator but also as a human being. This human dimension appears inseparable from Alfredo Longo's approach: it feeds his inspiration, guides his hand, shapes his technique and enters into dialogue with the viewer, who perceives it as a familiar language.

www.alfredolongo.com