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27 November 2014
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Visual Arts

Photographer and artist James Fletcher
Food in Landscape photographer James

James Fletcher

Photographer and artist James Fletcher talks to us about the latest project to come out of Insite - The Essex Cultural Tourism Programme - Food in Landscape.

Q: How did you get involved in this project?

A: The commision was advertised and I responded with an idea / proposal to produce enlarged food items within their own setting and environment. Insite, together with Essex County Council invited me to interview too discuss my ideas and I feel very fortunate they selected me to develop my project.

Q: Where did the ideas for the images come from?

A: The concept came because I felt that society is very busy. We rush around all the time and we can be guilty of missing the small but significant things in life. I felt this included the abundance of food that is produced, on our doorstep, within the County of Essex. Therefore I thought if I enlarged the food products to an enormous size, as if they really could be in situ, they may draw peoples attention. I then had to find the food products from around the County and try to include lesser know items. This involved a vast amount of research, on the internet, from books and by talking to various organisations. The location of the food wasn't a problem because you are never far from a beautiful scene in Essex.

Q: How did you create the images?

A: Should I really give my secrets away? Oh ok then. I took the food to the selected venue and laid it on the ground. I then took one photograph of the landscape, making note of the angle of horizon and ensuring I left enough space for my food. Facing the same direction, I then took a photograph of the food. I had to lie on the ground to get the correct angle - same as the landscape picture. The pictures had to be done in this way to ensure the light and conditions were the same for both images. Using Photoshop, I placed the two images together and added additional shadows where required. Simple! But don't tell anyone.

Q: What do you hope people come away with after seeing your exhibition?

A: I hope people come away from the exhibition with a smile. The images are very unusual and surreal. The pictures should be enjoyed and hopefully people will recognise or want to find the food and the locations in the exhibition. I had a really good time sampling the various wines, beers, chocolates, vegetables and oysters. I want others to do the same.

Q: If you could place any food in any location what and where would you choose?

A: If I had a choice of any food in any location it would be "Borscht" which is a vegetable soup, usually including beet roots. I would want to photograph it on a cold winters day in front of St. Basils cathedral in Moscow. Having said that I am quite happy sitting on the shore at East Mersea with a bottle of beer from Mersea Island Brewery.

last updated: 22/05/07
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