Ïto ora

what do you design when you don’t want
to create objects anymore

portrait and interview by OLIVIER ZAHM
photography by OLIVIER AMSELLEM
translation by PEDRO RODRÍGUEZ

MARSA PROJECT, FORT DE BREGANTIN, ILES DU FRIOUL, MARSEILLE

OLIVIER ZAHM — So, tell me. You started off as a designer, working with virJérôme Sanstual objects.

ORA ÏTO — I hijacked brands whose logos had become symbols of their time — and still are, really. Apple, Nike, Vuitton.

OLIVIER ZAHM — And from these, you fashioned objects that were like 3-D logos.

ORA ÏTO — Virtual objects that didn’t exist and assumed the identity of those brands.

OLIVIER ZAHM — That overexposed the identity of those brands.

ORA ÏTO — It brings to mind a funny article about me: “What was he doing before? Pirating the big brands. What’s he doing now? Working for those same big brands.” That passage…