EPICENTRO by MARC

MFROMA#LUX

a Photography Project / Tourism Image Campaign

The task

Only the “#LUX” light reveals the story behind the face. With this challenge the photographer Tino Pohlmann went on a discovery tour through the Salzburger Land.

The result are 60 portraits of locals, as “ars memoriae” which suprises visitors with its combination of tradition and modernity. Saalfelden Leogang initiated the exhibition, which travel from Berlin to Hamburg, Munich, Vienna and Saalfelden Leogang. A project in collaboration with Lin.cc Innsbruck

Behind the stage of a holiday region, the world sometimes is different than the tourist expects. Tino Pohlmann´s pictures are not about idyllic postcards which you mail home to your relatives. In Pohlmann´s photos the locals invite the guests to interpret their stories.

It is unusual for a region to present itself this open to the public. Behind the beautiful glow which is created for the tourists, the cliché pictures of coziness, serenity and nature, the pictures also show the work, history and private life behind the scenes.

The photographer of the big Tour-de-France-collection „CAPTURED“ (published by Seltmann + Söhne) and portraitist of stars like Dave Gahan (Depeche Mode) and Alice Cooper does not consider the popularity of his “models” as important, “No matter if there is a celebrity or just someone like you and me in front of my camera´s lense, like here in Saalfelden Leogang – it is all about finding out more about the story behind the face, when I press the trigger.”

Pohlmann, born in 1976, used to do classical photography, but also does advertorial work. In the end of 2013 / beginning 2014 he had a very intense experience in the, by winter sports enthusiasts and bike fans equally well-known holiday region in the Pinzgau (Salzburger Land): “I didn’t just come by, take my photos and leave. Rather, I tried to get really engaged with the people. Sometimes we had very deep conversations – this is ultimately the point where it starts to become interesting.

MFORMA#LUX