Clean lines, whiter-than-white elegance and direct, no-fuss ultra-minimalism. These are the qualities that give Apple its unmistakable Apple-ness.\nBut Apple\u2019s product packaging, though the source of less limelight, seems to involve\u00a0almost as much artistic consideration as the device it shrouds. Every inch is considered: superfluity is a sin, and simplicity...
. ‘They are well-engineered and well-designed white cardboard objects which are negative shapes of the objects they contain. These supposedly unimportant objects convey the “spirit” of the Apple products that have taken so much importance in many of our lives. They speak the same visual language and give off a familiar, comforting aura.’
Here, Apple’s product packaging is far more than the sum of its rapidly-discarded parts. It’s as much about what’s absent as what’s present. Clausen’s series leaves much to the imagination: the AirPods casing is straightforward to spot, the rest is an intriguing game of deduction – familiar shapes become abstracted, sensual and glowing in an aura that leaves us wondering just how familiar we are with the objects so ubiquitous in everyday life.
Collaborating with art director Martin Golombek, Clausen worked with a view camera and digital sensor for the series. ‘The set-up is designed to bring out details of textures while creating distortion-free reproductions of the objects. A soft studio light was used to sublimate the relief and emphasise the greyscale,’ he says. Here, negative forms are given life; positive forms are merely suggested.
For Clausen, creating the series became almost meditative. ‘We were surrounded by all the different white objects resembling each other,’ he says. ‘After a while, we started to forget the scale of the objects and the small packages suddenly became spacious and imposing. At this point, it felt like photographing utopian architectural models rather than just packaging.’ §
Belgique Dernières Nouvelles, Belgique Actualités
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