Interpreting the reality of objects through his unique and alternative viewpoint, Spanish photographer Chema Madoz creates poetic metaphors and new visual feasts especially in his black and white photographs by helping ordinary objects escape their daily tasks. In his works, Madoz makes art lovers reflect on various objects we often see in our daily lives, but do not recognize.

Chema Madoz, known as “the visual poet”, is considered to be one of the most important photographers of our day, revealing the extraordinariness of ordinary everyday life with poetic aesthetics.

In his photographs also used in advertisements, Madoz has harnessed objects from everyday life to generate surrealistic images with a unique technique since the 1990s in particular.