{"id":368481,"date":"2025-06-04T21:35:10","date_gmt":"2025-06-04T19:35:10","guid":{"rendered":"https:\/\/germany.10magazine.com\/?p=368481"},"modified":"2025-06-04T22:05:06","modified_gmt":"2025-06-04T20:05:06","slug":"from-milan-to-berlin-inside-toiletpapers-twisted-world-with-paolo-ferrari","status":"publish","type":"post","link":"https:\/\/germany.10magazine.com\/en_gb\/from-milan-to-berlin-inside-toiletpapers-twisted-world-with-paolo-ferrari\/","title":{"rendered":"Inside Toiletpaper\u2019s Twisted World With Paolo Ferrari"},"content":{"rendered":"
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Fotografiska Museum<\/span><\/a> is currently showcasing <\/span>ToiletFotoPaperGrafiska<\/span><\/i><\/a>, an interactive exhibition exploring the colourful and surreal world of <\/span>TOILETPAPER<\/span><\/i><\/a> magazine. Founded in 2010 by artist Maurizio Cattelan \u2014 who you might know for his divisive 2019 work <\/span>Comedian<\/span><\/i> \u2014 and fashion photographer Pierpaolo Ferrari, <\/span>TOILETPAPER<\/span><\/i> emerged as a playful, provocative response to the conservative art world. Known for its bold, absurd visuals and sharp social satire, the magazine blends elements of both advertising and pop culture. We sat down with Pierpaolo Ferrari to dive deeper into the unique universe he has created alongside Cattelan.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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GP: Let\u2019s begin with the exhibition title: <\/b>ToiletFotoPaperGrafiska<\/i><\/b>. It\u2019s playful, chaotic, and intentionally excessive \u2014 much like <\/b>TOILETPAPER<\/i><\/b> itself. How did you come up with the name, and what kind of expectations or emotions do you want to trigger just from hearing it?<\/b>
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PF: We wanted a title that reflected the playful and excessive spirit of <\/span>TOILETPAPER <\/span><\/i>\u2014 and <\/span>ToiletFotoPaperGrafiska<\/span><\/i> does just that. This exhibition is special because, for the first time, we’re focusing on photography itself, rather than printing images on objects or on the wall like wallpaper. Since Fotografiska is a major photography institution, it felt like the perfect place to highlight this shift. The name also plays on that connection, blending our identity with the museum\u2019s. Also, it’s funny that the name is almost unpronounceable!<\/span><\/p>\n

GP: <\/b>TOILETPAPER<\/i><\/b> has always challenged conventions through its mix of commercial aesthetics, satire, and surrealism. How does <\/b>ToiletFotoPaperGrafiska<\/i><\/b> evolve or reactivate that rebellion \u2014 especially within the context of Berlin\u2019s art scene?<\/b><\/p>\n

PF: Berlin has a unique energy. It\u2019s rooted in its people, in their search for identity, and in a spirit of creative rebellion. That\u2019s why <\/span>ToiletFotoPaperGrafiska<\/span><\/i> feels so at home here. For us, this isn\u2019t just an exhibition: it\u2019s an ongoing dialogue with the city. We started this journey with our first show at Fotografiska in Stockholm, and it was immediately clear how different the atmosphere is. Berlin\u2019s raw, youthful intensity aligns perfectly with <\/span>TOILETPAPER<\/span><\/i>\u2019s DNA. There\u2019s a strong sense of youth identity here, shaped by a deep, ongoing exploration of the self.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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GP: So in that sense, the city and the exhibition sort of mirror each other. But inside the space \u2014 among the photos, objects, installations \u2014 what role do you imagine for the viewer?\u00a0<\/b><\/p>\n

<\/b>PF: It\u2019s not about interaction in the traditional sense, but it\u2019s about being yourself. The viewer becomes the protagonist, because our images often leave room for interpretation. We designed the exhibition to reflect that: layered, disorienting, immersive. You start in the clouds, literally, to shake your expectations and step into a dream-like space. We never approach our work as traditional art: there\u2019s no frame, no fixed format.<\/span><\/p>\n

GP: Despite your chaos, your aesthetic remains so controlled. In a world racing toward AI and digital trickery, what makes the analog, handcrafted process so vital for you?<\/b><\/p>\n

PF: One reason we keep creating everything by hand is because, with AI advancing, people in the future might see our glossy, precise images differently\u2014maybe not as the unique aesthetic we intended. Our style has become very consistent, even beyond TOILETPAPER. For us, making everything physically is about the joy of being on set \u2013 the fun and freedom missing in our traditional careers. For us, <\/span>TOILETPAPER<\/span><\/i> started almost as an escape: Maurizio coming from the art world, and me from fashion and advertising. We both come from worlds judged by curators and collectors, which can be stressful. <\/span>TOILETPAPER<\/span><\/i> is like a cure, a headache pill.\u00a0<\/span><\/p>\n

Humour has always played a central role for us. Even the title <\/span>TOILETPAPER<\/span><\/i> was chosen deliberately to undermine the project before it could be taken too seriously. It was a kind of self-sabotage from the start, in the best way! <\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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GP: Speaking of humor and provocation\u2014you and Maurizio are masters at sparking strong, often polarizing reactions. But is that provocation calculated, or is it more instinctive?<\/b><\/p>\n

<\/b>PF: We use provocation as a way to make people really look at things. It’s like when you walk down the same street every day \u2014 you usually just stare straight ahead. But if one day you look up, you notice things you\u2019ve never seen before. That\u2019s what we try to do with our images: push viewers out of their usual habits so they start noticing and thinking differently.<\/span><\/p>\n

But at the same time, it’s not random. Especially Maurizio \u2013 he has a sharp sense of what works and what doesn\u2019t. We don\u2019t keep every image we produce: if something doesn\u2019t have that spark, we throw it away.\u00a0<\/span><\/p>\n

GP: Some pieces, like Maurizio’s personal work, get really strong reactions. When a piece divides opinion so sharply, do you ever feel personally affected by the backlash?<\/b><\/p>\n

PF: For Maurizio, his work is deeply personal \u2014 it\u2019s almost like an extension of his own psyche. So I think when people react strongly, it can hit closer to home for him. For me, it\u2019s different. I have more distance. I enjoy watching how people respond, and I like to think that when I create a <\/span>TOILETPAPER<\/span><\/i> image, it\u2019s really just the beginning of something for someone else. It\u2019s made to be out in the world, not necessarily about me.\u00a0<\/span><\/p>\n

To be honest, I find rejection more interesting than acceptance. If an image is rejected \u2014 and I still believe in it \u2014 that usually means I\u2019ve touched something unexpected or unfamiliar.<\/span><\/p>\n

GP: That openness to failure probably explains why TOILETPAPER resonates across so many disciplines without being locked into any one of them. Would you say that ambiguity is part of the point?<\/b><\/p>\n

PF: Totally. And that\u2019s why we borrow the language of those fields \u2014 we use their codes, their aesthetics \u2014 but not to create something within that discipline. We’re not trying to make a fashion object, or a political statement per se. We just use those elements as tools. In the end, the image works best when it\u2019s accessible to everyone, not just the experts.<\/span><\/p>\n

See ToiletFotoPaperGrafiska<\/em> at Fotografiska Berlin until August 31 2025.<\/em><\/p>\n\n\t\t<\/div>\n\t<\/div>\n

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<\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

It\u2019s a slow Sunday morning in the German capital. The sunlight falls across the white kitchen table in my Berlin studio, a rare moment of warmth in our typically harsh winter. I\u2019m preparing to speak to the Austrian chanteuse and dear friend, Sofie Royer.<\/p>\n

A few minutes before our scheduled call, she messages me, apologising for the fact that she\u2019ll be ten minutes late. I respond with, \u201cDas geht sich aus\u201d \u2013 a small but satisfying moment of Austrian connection between us both. \u2018Young-Girl Illusion\u2019 \u2013 a track from her latest album, Young-Girl Forever \u2013 plays in the background, making the studio feel even cosier when she eventually calls.<\/p>\n","protected":false},"author":1436,"featured_media":405502,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wpscp_schedule_draft_date":"","_wpscp_schedule_republish_date":"","_wpscppro_advance_schedule":false,"_wpscppro_advance_schedule_date":"","_wpscppro_dont_share_socialmedia":null,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"default","_twitter_share_type":"default","_linkedin_share_type":"default","_pinterest_share_type":"default","_linkedin_share_type_page":"","_instagram_share_type":"default","_medium_share_type":"default","_threads_share_type":"","_google_business_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[65,878],"tags":[1075,1072,1073,1074],"season":[],"class_list":["post-368481","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-arts","category-culture","tag-arts","tag-berlin","tag-fotografiska","tag-toiletpaper"],"acf":[],"yoast_head":"\nInside Toiletpaper\u2019s Twisted World With Paolo Ferrari - 10 Magazine Germany<\/title>\n<meta name=\"description\" content=\"Fotografiska Museum is currently showcasing ToiletFotoPaperGrafiska, an interactive exhibition exploring the colourful and surreal world of TOILETPAPER magazine. 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