There is something Fravero ProPhoto and Tailored Stories have shared from day one – the conviction that quality is never accidental, but the result of intention, patience, and attention to detail.
Tailored Stories was born as a response to a gap in the market – not as yet another wedding directory, but as an editorial platform that places a curated approach above volume. A platform that does not merely showcase vendors, but contextualises their work through stories, visual culture, and an aesthetic with a voice of its own. So, we sat down with the team behind Tailored Stories to talk about what it means to build something of lasting value in the digital age, why authenticity outlasts trends, and how to recognise partners who truly share the same values. The conversation brought us, inevitably, back to the question of the physical album – an object that, unlike digital content, does not lose its emotional value over time. It builds it.
This is a story about a slow, considered approach. And why we believe it is the right one.
THE SHIFT: FROM WEDDING DIRECTORY TO CURATED STORY PLATFORM
Tailored Stories was not created as a classic wedding directory. What did you feel was missing from the market?
Without a doubt, the wedding industry market does not need yet another mass platform; however, in our view, what is missing is a more personal, selective, and creative approach — a different perspective, so to speak. A directory that presents vendors’ work in a creative and active way, one that significantly influences or at least enhances an existing brand, while also giving young creative vendors an opportunity — thus creating new value so that vendors have better chances of connecting with end users, our future couples. Given that we are at the very beginning, our idea is to create a sense of trust among all those involved in this process, to create a space for inspiration, and ultimately a sense of belonging to this network. We also take into account that couples today are not simply looking for vendors, but for people who understand their style, their values, and the way they want to remember their day. Tailored Stories was born precisely from that void — as a space where quality, aesthetics, and human connection hold equal importance.
When did you realise that modern couples needed a different way of finding wedding professionals?
Somewhat paradoxically, the digital age we are witnessing has not made a greater choice and better decision-making easier; on the contrary, couples spend a great deal of time browsing through hundreds of profiles on social media. Young people also seek — and to some extent expect — clearer and simpler platforms; they want the feeling that someone has already done the selection work for them and set aside what is truly worth their attention. I believe we are on the right path to becoming a user-friendly platform with a curated selection of top-tier vendors.
What does “tailored” mean to you in an era of algorithms, mass content, and copy-paste trends?
For us, “tailored” means, above all, human — shaped by human hands. It means thoughtful, personal, and also imperfect. At a time when algorithms shape a large part of what we see, we believe there is enormous value in human curation and an editorial approach. The most beautiful stories have never been created according to some template. We respect certain trends; however, we are entirely committed to human creativity.
CURATION OVER VOLUME
At a time when platforms often measure success by volume, you choose a slower, more selective approach. Why?
It is impossible to bring together quality and quantity in one place, at least not in the short term. Building a brand, like the most valuable things in life, requires sacrifice — in our context, patience, carefully chosen projects and collaborations. We are not thinking about how to become the largest platform, but the platform that people trust, and we will build that trust through consistency.
How do you choose vendors, and what does quality mean to you beyond the visual work itself?
First of all, we carry out research on the existing vendor market, which is currently active at various levels — from vendors who are present on their own websites and social media, to those who have exclusively physical premises, accustomed to working in somewhat more traditional conditions without online marketing. The portfolio is the beginning of our “conversation”. What interests us further is the way someone works, communicates, and builds relationships. Quality is not merely an aesthetic category. It shows itself in the details, in professionalism, in respect for clients, and in the ability to create an experience that goes beyond the service itself.
Can a smaller, carefully curated community have a greater impact than large marketplace models?
Absolutely. The most influential communities are rarely the largest. Their strength comes from shared values, trust, and a sense of belonging. That is precisely the kind of community we want to build.
THE HUMAN SIDE OF WEDDINGS
What do people most commonly misunderstand about the wedding industry?
They often see only the final result: beautiful photographs, perfectly arranged tables, and romantic moments. What they do not see are the months of planning, the emotional responsibility, and the many people working behind the scenes to create the conditions for that day to unfold smoothly. Nor should we overlook all the imperfections, unforeseen circumstances, and shortcomings that are a reality present in every sector of the wedding industry.
How important are emotions, trust, and interpersonal chemistry when choosing a wedding team?
It truly depends on many factors, first and foremost on the individual. In our view, they are more important than any portfolio. People will forget the details of a proposal, but they will not forget how they felt in someone’s company. Weddings are deeply personal events, and that is precisely why interpersonal connection plays such a significant role.
Why do you believe that an outstanding vendor is not merely a technical executor but a part of the couple’s experience?
That is an absolute fact. The best professionals do not simply provide a service. Following on from the previous question, they are the ones who shape the experience, ease the stress, create the atmosphere, and become part of the memories that remain long after the last dance. In that sense, it is important to highlight the value of top vendors who are not only skilled in their craft and well-equipped, but who, depending on the needs, also develop various other social and practical skills.
BUILDING A PLATFORM WITH AN AESTHETIC POINT OF VIEW
Tailored Stories operates more like an editorial platform than a classic catalogue. Was that a conscious decision?
From day one. We wanted a platform that has its own voice, its own taste, and a clear editorial philosophy. We felt that the industry needed a space that would not merely display work but contextualise it through stories. We are particularly proud of the fact that the work of some of our vendors has become part of our core visual identity. Moreover, the entire editorial policy is carried out at this level thanks to a team of people working in the background who fully identify with the visual identity.
How much have aesthetics, storytelling, and visual culture shaped the identity of the platform?
Entirely. Aesthetics attract attention, but storytelling creates connection. People do not fall in love with data — they fall in love with stories. So we are building a platform that will not merely be a place to search for services, but a space that inspires, educates, and conveys a particular perspective on the contemporary wedding industry. Aesthetics was the first “language” through which we communicated our values, but storytelling is what gave those values meaning. Visual culture has shaped every aspect of our platform — from the design of the web platform and the way vendors are presented, to the editorial approach to the content we publish. Our criteria are extremely important to us, which is why we believe that through a consistent relationship with aesthetics, storytelling, and visual culture, we will create solid foundations for the identity of the Tailored Stories platform.
How do you balance the business side of the project with the creative vision?
The creative vision sets the direction, and business discipline allows that vision to endure. In creative industries, there is often a perception that these two aspects are in opposition, but we believe that without their balance, this project cannot function in the long term. Nevertheless, as with any project that is still developing, there are almost daily dilemmas — questions of functionality, aesthetics, value for money for our clients, long-term investment direction, and so on. If an individual idea does not satisfy several criteria, it is probably not the right direction for us.
THE FUTURE OF THE WEDDING INDUSTRY
How do you envision the evolution of the wedding industry over the next five years?
We see an even greater focus on experience, authenticity, and personalisation. Couples are increasingly less interested in copying trends and more focused on creating celebrations that reflect their identity, values, and way of life. We hope that the wedding industry in the future will not be defined by opulence for the sake of impression, but by thoughtful details that carry personal meaning.
It goes without saying that the demand for quality will grow — couples will choose their professionals more carefully, seeking expertise, trust, and a service tailored to their needs. Technology will continue to change the way weddings are planned, but we believe that a human approach, creativity, and emotional intelligence will remain irreplaceable elements of an outstanding experience.
Will authenticity become more important than trends?
We believe it already is. Trends are transient and often reflect a moment in time, whereas authenticity creates lasting value. What looks fashionable today will, in all likelihood, appear outdated in a few years’ time — but genuine emotions, personal stories, and meaningful details remain equally valuable regardless of the era. Trends will always exist and can serve as a source of inspiration; however, we believe their role will be to support the creative process rather than to drive it.
ENTREPRENEURSHIP, CREATIVITY & BUILDING SOMETHING NEW
What was the hardest part of building the Tailored Stories platform?
The hardest part is actually daring to try. The world is truly a global village that often rewards short-term results. In such circumstances, the greatest challenge was not how to build the platform, but how to build an identity. We are at the very beginning of that journey. The technical side of the project, its processes and platform development, were important, but the real challenge — on which we are also still working meticulously — was defining who we are and what we want to represent.
Another virtue that has almost disappeared from the market today is patience. Patience and the willingness to choose a slower path, even in moments when the market expects faster and unnatural growth and immediate results — staying true to one’s own standards is not always the easiest decision.
How do you stay true to the vision while building something in a competitive and rapidly changing space?
Of course we listen to the market; we cannot ignore all changes. We learn from trends, but we choose only what fits our standards. In that sense, we use trends like a “buffet table”. We believe that adaptability and consistency need not be opposites. At our core, we constantly return to the question of why we started this project — when the purpose is clear, our decisions become simpler. We have chosen to work with a relatively small group of people who share our vision; we do not try to be everything to everyone.
What motivates you most in this project today?
The knowledge that we are building something that can have real and lasting value for people at various levels. That is a motivation that goes beyond business goals. In addition to bringing end users an outstanding free service, we are truly giving young creative vendors the opportunity to position themselves in the market, while also making it easier for top, established vendors to reach potential clients. This platform is also an opportunity for fellow vendors to meet, exchange experiences and knowledge, support one another, and so on. There are, therefore, various sources of satisfaction that fuel our motivation — they do not come from numbers alone. Every successful collaboration, every piece of positive feedback, and every story that has found its place on the platform confirms to us that we are doing something meaningful.
How do you view the physical photo album in the era of digital photography?
Today, without question, we create more photographs than ever before, yet we perceive them less and less in a way that leaves an emotional imprint — we rarely pause to reflect on them; in other words, we live on the edge of a kind of digital saturation. On the other hand, the physical album partly restores to photography its original value: stories and memories, among other things — while its greatest value is the ability to be experienced through other senses as well, which will always be important, or even primary, for human beings. A conclusion about the future is difficult to draw, given that it will ultimately be motivated and shaped by entirely new generations.
Personally, I have been surrounded by books, publications, and printed works my entire life. I firmly believe there is a difference between information consumed on a screen and content held in one’s hands. The touch of paper, the covers, and the sensation of turning a page create an experience that digital media cannot fully replace.
Can we draw a parallel between the way you choose vendors and the way Fravero creates its product?
Absolutely. Although we may operate at two seemingly opposite poles, I believe the same philosophy lies behind both processes: quality is the result of experience, knowledge, attention to detail, and the willingness to invest time where it needs to be invested — never the result of chance. We have previously communicated our operational models; we choose clients who bring quality and authenticity, and through the interview process we wish to meet them on a personal level as well. We believe that it is precisely in such a process that we recognise the similarity between the people we choose to collaborate with and the way Fravero approaches the creation of each album.
What would you like the end user to know about the album?
I would like them to know that they are not simply buying an album, but an object whose emotional value will grow over the years. As we have noted, certain styles will become dated; however, emotional value increases with time, which is why particular attention should be paid to the quality of craftsmanship — something Fravero undoubtedly offers.
How do you recognise partners who share such an approach?
We recognise them by their consistency and authority. They do not try to be everything to everyone. They have their own identity and sufficient courage to remain true to it. Truly outstanding professionals have a clearly defined vision of their own work. They know who they are, what they want to create, and why they do it. This is again a story about patience and process — such qualities are, unfortunately, rare today or difficult to maintain.
Will handcrafted production and local European manufacturing become a luxury or a standard?
We live in a reality in which local European manufacturing is a luxury, as are all products shaped by human hands. Taking into account the value of the content of an individual album, the importance of durability and aesthetics, and all the risks that automated or generic production could pose to the quality of the final product, human craftsmanship is becoming increasingly visible and valued. We believe there is nonetheless a positive future ahead, given the growing interest among most people in wanting to know who made something, where it was made, and what story lies behind the product.
What would you say to those who feel the pressure of mass production?
I would tell them that value does not come from volume. At a time when constant production of content, products, and services is expected of everyone, it is easy to believe that success depends solely on speed. However, history shows us the opposite.
The most enduring books, the most significant works of art, and the most recognisable brands did not come about because they were the fastest — but because they were authentic. They came into being when someone had enough patience and courage to remain true to their own vision.
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Postoji nešto što Fravero i Tailored Stories dijele od prvog dana – uvjerenje da kvaliteta nije slučajnost, nego posljedica namjere, strpljenja i pažnje prema detaljima.
Tailored Stories nastao je kao odgovor na prazninu na tržištu – ne kao još jedan wedding directory, već kao uređivačka platforma koja kurirani pristup stavlja ispred volumena. Platforma koja vendore ne samo prikazuje, nego ih i kontekstualizira kroz priče, vizualnu kulturu i estetiku koja ima vlastiti glas.
Na Fravero blogu razgovarali smo s timom iza Tailored Stories o tome što znači graditi nešto vrijedno u digitalnom dobu, zašto autentičnost nadilazi trendove i kako prepoznati partnere koji dijele iste vrijednosti. Razgovor nas je, neizbježno, doveo i do pitanja fizičkog albuma – predmeta koji, za razliku od digitalnih sadržaja, svoju emocionalnu vrijednost ne gubi s vremenom, nego ju gradi.
Ovo je priča o sporom, promišljenom pristupu. I zašto vjerujemo da je upravo takav – pravi.
Tailored Stories nije nastao kao klasični wedding directory. Što ste osjećali da nedostaje tržištu?
Bez dvojbe tržištu wedding industrije nije potrebna još jedna masovna platforma, međutim, po našem uvjerenju nedostaje personalniji, selektivniji i kreativniji pristup, dakle jedan drukčiji pogled. Jedan direktoriji koji na kreativan i aktivan način prezentira rad vendora, značajno utječe ili barem pospješuje postojeći brand, ali daje priliku i mladim kreativnim
vendorima, dakle stvara novu vrijednost kako bi vendori imali bolje prilike povezati se s konačnim korisnicima, našim budućim parovima. Obzirom da smo na samom početku, naša ideja je stvoriti osjećaj povjerenja kod svih uključenih u ovaj proces, stvoriti prostor za inspiracije te konačno pripadnost ovoj mreži. Također, vodimo računa o tome da parovi danas
ne traže samo vendore, nego i ljude koji razumiju njihov stil, njihove vrijednosti i način na koji žele pamtiti svoj dan. Tailored Stories nastao je upravo iz te praznine. kao prostor gdje kvaliteta, estetika i ljudska povezanost imaju jednaku važnost.
Kada ste shvatili da modernim parovima treba drugačiji način pronalaska wedding profesionalaca?
Pomalo paradoksalno, ali digitalno doba kojem svjedočimo, nije olakšalo veći izbor i bolju odluku, naprotiv, parovi provode jako puno vremena pretražujući stotine profila na društvenim mrežama. Također, mladi ljudi traže, a dijelom i očekuju jasnije i jednostavnije platforme, žele osjećaj da je netko za njih već odradio posao selekcije i izdvojio ono što zaista
vrijedi njihove pažnje. Mislim da smo na pravom putu da postanemo user-friendly platforma sa selekcijom vrhunskih vendora.
Što za vas znači ‘tailored’ u eri algoritama, masovnog sadržaja i copy-paste
trendova?
Za nas tailored znači prije svega – ljudski, odnosno ljudskom rukom oblikovano. To znači promišljeno, osobno ali i nesavršeno. U vremenu kada algoritmi oblikuju velik dio onoga što vidimo, vjerujemo da postoji ogromna vrijednost u ljudskoj selekciji i uređivačkom pristupu. Najljepše priče nikada nisu nastajale po nekakvoj matrici. Poštujemo određene trendove, međutim, potpuno smo posvećeni ljudskoj kreativnosti.
CURATION OVER VOLUME
U vremenu kada platforme često mjere uspjeh kroz količinu, vi birate sporiji, selektivniji pristup. Zašto?
Nemoguće je okupiti kvalitetu i kvantitetu na jednom mjestu, barem ne u short-term uvjetima. Izgradnja branda kao i najvrijednijh stvari u životu predmnijeva žrtvu, tj. u našem okruženju trpljenje, pažljivo odabrane poslove i suradnje. Ne razmišljamo o tome kako postati najveća platforma, nego platforma kojoj ljudi vjeruju, a to povjerenje ćemo graditi dosljednošću.
Kako birate vendore i što za vas znači kvaliteta izvan samog vizualnog rada?
Prije svega radimo na istraživanju postojećeg tržišta vendora, koje je trenutno aktivno na različitim razinama, od vendora koji su prisutni na svojim web stranicama, preko društvenih mreža pa do onih koji imaju isključivo fizičke prostorije, naviknuti raditi u nešto tradicionalnim uvjetima bez online marketinga. Portfolio je početak našeg “razgovora”. Ono što nas zanima dalje jest način na koji netko radi, komunicira i gradi odnose. Kvaliteta nije samo estetska kategorija. Ona se vidi u detaljima, u profesionalnosti, u poštovanju prema klijentima i u sposobnosti da se stvori iskustvo koje nadilazi samu uslugu.
Može li manja, pažljivo kurirana zajednica imati veći utjecaj od velikih marketplace modela?
qApsolutno. Najutjecajnije zajednice rijetko su najveće. Njihova snaga dolazi iz zajedničkih vrijednosti, povjerenja i osjećaja pripadnosti. Upravo takvu zajednicu želimo graditi.
THE HUMAN SIDE OF WEDDINGS
Što ljudi najčešće pogrešno razumiju o wedding industriji?
Često vide samo završni rezultat. Prekrasne fotografije, savršeno uređene stolove i romantične trenutke. Ono što ne vide jesu mjeseci planiranja, emocionalna odgovornost i brojni ljudi koji iza kulisa stvaraju uvjete da se taj dan dogodi bezbrižno. Ne treba zanemariti sve nesavršenosti, slučajnosti i nedostatke koji su realnost i prisutpni su u svakom sektoru wedding industrije.
Koliko su emocije, povjerenje i međuljudska kemija važni u odabiru wedding tima?
To doista ovisi o puno parametara, prije svega od pojedinca. Po našem mišljenju, važniji su od bilo kojeg portfolija. Ljudi će zaboraviti detalje ponude, ali neće zaboraviti kako su se osjećali u nečijem društvu. Vjenčanja su izrazito osobni događaji i upravo zato međuljudska povezanost igra tako veliku ulogu.
Zašto vjerujete da odličan vendor nije samo tehnički izvršitelj nego dio iskustva para?
To je apsolutna činjenica. Najbolji profesionalci ne pružaju samo uslugu. Nastavno na prethodno pitanje, oni su ti koji oblikuju iskustvo, smiruju stres, stvaraju atmosferu i postaju dio uspomena koje ostaju dugo nakon posljednjeg plesa. U tom smislu treba naglasiti vrijednost vrhunskih vendora koji nisu samo vješti u svom poslu, imaju dobru opremu i sl., nego ovisno o potrebama razvijaju i različite druge sociološke i fizičke vještine.
BUILDING A PLATFORM WITH AN AESTHETIC POINT OF VIEW
Tailored Stories djeluje više kao editorial platforma nego klasičan katalog. Je li to bila svjesna odluka?
Od prvog dana. Željeli smo platformu koja ima vlastiti glas, vlastiti ukus i jasnu uređivačku filozofiju. Smatrali smo da industriji treba prostor koji neće samo prikazivati radove nego ih i kontekstualizirati kroz priče. Posebno smo ponosni na činjenicu da su dio našeg core vizulanog identiteta postali i radovi nekih od naših vendora. Osim toga, cijela uređivačka
politika provodi se na ovaj razini zahvaljujući timu ljudi u pozadini koji se u potpunosti identificira sa vizulanim identitetom.
Koliko su estetika, storytelling i vizualna kultura oblikovali identitet platforme?
U potpunosti. Estetika privlači pažnju, ali storytelling stvara povezanost. Ljudi se ne zaljubljuju u podatke. Zaljubljuju se u priče. Dakle gradimo platformu koja neće biti samo mjesto za pretragu usluga, već prostor koji inspirira, educira i prenosi određeni pogled na suvremenu wedding industriju. Estetika je bila prvi „jezik“ kojim smo komunicirali naše vrijednosti, ali storytelling je ono što je tim vrijednostima dalo značaj. Vizualna kultura je oblikovala svaki aspekt naše platforme, počevši od dizajna web platforme i načina predstavljanja vendora, do uređivačkog pristupa sadržaju koji objavljujemo. Iznimno su nam važni kriteriji, zbog toga vjerujemo da ćemo dosljednim odnosom prema estetici, storytelling- u i vizualnoj kulturi stvoriti čvrste temelje identiteta Tailored Stories platforme.
Kako balansirate između poslovne strane projekta i kreativne vizije?
Kreativna vizija određuje smjer, a poslovna disciplina omogućuje da ta vizija opstane. U kreativnim industrijama se često stvara dojam da su ovi aspekti suprostavljeni, ali mi vjerujemo da bez njihove ravnoteže ovaj projekt ne može dugoročno funkcionirati. Ipak, kao i u svakom projektu koji se tek razvija, gotovo svakodnevno postoje određene dvojbe, pitanja funkcionalnosti, estetike, vrijednosti za novac naših klijenata, dugoročnog smjer ulaganja i sl. Ako pojedinačna ideja ne zadovoljava više kriterija, vjerojatno nije pravi smjer za nas.
THE FUTURE OF THE WEDDING INDUSTRY
Kako vidite evoluciju wedding industrije kroz narednih pet godina?
Vidimo još veći fokus na iskustvo, autentičnost i personalizaciju. Parovi sve manje žele kopirati trendove, a sve više stvarati proslave koje odražavaju njihov identitet, vrijednosti i način života. Nadamo se da wedding industrija u budućnosti neće biti definirana raskoši radi dojma, već promišljenim detaljima koji imaju neka personalna značenja. Podrazumijeva se da će rasti potražnja za kvalitetom, parovi će pažljivije birati profesionalce s kojima surađuju, tražeći stručnost, povjerenje i uslugu prilagođenu njihovim potrebama. Tehnologija će nastaviti mijenjati način planiranja vjenčanja, ali vjerujemo da će ljudski
pristup, kreativnost i emocionalna inteligencija ostati nezamjenjivi elementi vrhunskog iskustva.
Hoće li autentičnost postati važnija od trendova?
Vjerujemo da već postaje. Trendovi su prolazni i često odražavaju trenutak, dok autentičnost stvara trajnu vrijednost. Ono što danas izgleda moderno za nekoliko godina će vrlo izvjesno djelovati zastarjelo, ali iskrene emocije, osobne priče i smisleni detalji ostaju jednako vrijedni bez obzira na vrijeme. Ipak, trendovi će uvijek postojati i mogu biti izvor inspiracije, no vjerujemo da će njihova uloga biti podrška kreativnom procesu, a ne njegov glavni pokretač.
ENTREPRENEURSHIP, CREATIVITY & BUILDING SOMETHING NEW
Koji je bio najteži dio gradnje Tailored Stories platforme?
Najteži dio je zapravo odvažiti se i pokušati. Svijet je doista globalno selo koje često nagrađuje kratkoročne rezultate. U takvim okolnostima najveći izazov nije bio kako izgraditi platformu, nego kako izgraditi identitet. Mi smo na samom početku tog puta.Tehnička strana projekta, procesi i razvoj platforme bili su važni, ali pravi izazov, na kojem također još uvijek minuciozno radimo, bio je definirati tko smo i što želimo predstavljati. Još jedna vrlina koja je danas na tržištu gotovo isčezla je strpljenje. Dakle, strpljenje i spremnost izabrati sporiji put, čak i u trenucima kada tržište očekuje brži i neprirodan rast, trenutne rezultate i sl., ostati dosljedan vlastitim standardima nije uvijek najlakša odluka.
Kako ostati vjeran viziji dok gradiš nešto u konkurentnom i brzo mijenjajućem prostoru?
Naravno da slušamo tržište, ne možemo sve promjene ignorirati. Učimo iz trendova, ali biramo samo ono što se uklapa u naše standarde. U tom smislu, trendove koristimo kao „švedski stol“. Vjerujemo da prilagodba i dosljednost ne moraju biti suprotnosti. U osnovi, stalno se vraćamo pitanju zašto smo započeli ovaj projekt, kada je svrha jasna, odluke su nam jednostavnije. Mi smo odabrali raditi sa relativno manjom skupinom ljudi koji dijele našu viziju, ne pokušavamo biti sve za svakoga.
Što vas danas najviše motivira u ovom projektu?
Saznanje da gradimo nešto što može imati stvarnu i trajnu vrijednost za ljude na različitim razinama. To je motivacija koja nadilazi poslovne ciljeve. Osim što krajnim korisnicima donosimo vrhunsku besplatnu uslugu, uistinu dajemo priliku kreativnim mladim vendorima da se pozicioniraju na tržištu, ali i onim vrhunskim, etabliranim vendorima, da dođu lakše do
potencijalnih klijenata. Ova platforma je mogućnost i za kolege vendore da se upoznaju, razmijene iskustva i znanja, međusobno podrže i sl. Dakle, postoje razna zadovoljstva koja utječu na našu motivaciju, ona ne dolaze samo iz brojki. Svaka uspješna suradnja, svaka pozitivna povratna informacija i svaka priča koja je pronašla svoje mjesto na platformi potvrđuje nam da radimo nešto što ima smisla.
Kako gledate na fizički foto album u eri digitalne fotografije?
Danas bez dileme stvaramo više fotografija nego ikada prije, ali ih sve rjeđe percipiramo na način da ostavljaju određen emotivan trag, da o njima promišljamo, drugim riječima, živimo na rubu svojevrsnog digitalnog zasićenja. S druge strane, fizički album dijelom vraća fotografiji njezinu izvornu vrijednost, to su između ostaloga, priče i uspomene, dok je najveća
njegova vrijednost, mogućnost da bude doživljen i drugim osjetilima, što će čovjeku uvijek biti važno ili čak primarno. Zaključak o budućnosti je teško donijeti, s obzirom da će njega ipak motivirati i oblikovati neke potpuno nove generacije.
Osobno sam cijeli život okružen knjigama, publikacijama i tiskanim djelima, duboko vjerujem da postoji razlika između informacije koju konzumiramo na ekranu i sadržaja koji držimo u rukama. Dodir papira, korica i taj osjećaj okretanja stranice stvaraju iskustvo koje digitalni medij ne može u potpunosti zamijeniti.
Možemo li povući paralelu između načina na koji birate vendore i načina na koji Fravero kreira proizvod? 🙂
Apsolutno. Iako možda djelujemo na dva sasvim suprotna pola, vjerujem da iza oba procesa stoji ista filozofija, a to je da kvaliteta nastaje kao posljedica iskustva, znanja, pažnje prema detaljima i spremnosti da se uloži vrijeme tamo gdje ga je potrebno uložiti, a nikako kao rezultat slučajnosti. Ranije smo komunicirali modele funkcioniranja, biramo klijente koji donose kvalitetu i autentičnost, a kroz intervju modele ih želimo susresti i na osobnoj razini upoznati. Vjerujemo da upravo u takvom procesu prepoznajemo sličnost između ljudi koje biramo za suradnju i načina na koji Fravero pristupa izradi svakog albuma.
Što biste htjeli da konačni korisnik zna o albumu?
Volio bih da zna kako ne kupuje samo album, nego predmet koji će tijekom godina mijenjati svoju emocionalnu vrijednost. Neki stilovi će, kako smo naglasili, zastarijevati, međutim, emocionalna vrijednost vremenom raste, zbog toga treba posebno voditi računa o kvaliteti izrade, koju Fravero bez dvojbe nudi.
Kako prepoznajete partnere koji dijele takav pristup?
Prepoznajemo ih po dosljednosti i autoritetu. Ne pokušavaju biti sve za svakoga. Imaju vlastiti identitet i dovoljno hrabrosti da mu ostanu vjerni. Istinski kvalitetni profesionalci imaju jasno definiranu viziju vlastitog rada. Oni znaju tko su, što žele stvarati i zašto to rade. To je ponovno priča o strpljenju i procesu, takve vrline su danas na žalost rijetkost ili ih je teško
održavati.
Hoće li ručna izrada i lokalna europska proizvodnja postati luksuz ili standard?
Živimo realnost u kojoj je lokalna europska proizvodnja luksuz, a ništa manje i svi proizvodi ljudskom rukom oblikovani. Uzevši u obzir vrijednosti sadržaja pojedinačnog albuma. bitnost trajnosti, estetitike, odnosno svih faktora automatizirane ili generičke proizvodnje koji bi mogli utjecati na loš konačni proizvod, ljudski rad postaje sve uočljiviji i vrijedniji.
Vjerujemo da ipak postoji pozitivna budućnost, s obzirom da je pristupan interes kod većine ljudi koji žele znati tko je nešto napravio, gdje nastalo i kakva se priča krije iza proizvoda.
Što biste poručili onima koji osjećaju pritisak masovne produkcije?
Poručio bih im da vrijednost ne nastaje iz količine. U vremenu kada se od svih očekuje stalna proizvodnja sadržaja, proizvoda i usluga, lako je povjerovati da uspjeh ovisi isključivo o brzini. Međutim, povijest nam pokazuje suprotno.
Najtrajnije knjige, najvažnija umjetnička djela i najprepoznatljiviji brendovi nisu nastali zato što su bili najbrži, nego zato što su bili autentični. Nastali su kada je netko imao dovoljno strpljenja i hrabrosti ostati vjeran vlastitoj viziji.
