Floral Dreamland with Paloma Rincón

Paloma Rincón is a photographer and director based in Madrid Spain creating bold colourful, playful and design driven graphic imagery for a wide range of projects: from 360º advertising campaigns to editorial commissions and personal projects.

In her work, art direction, concept development and set design have a lot of weight. The worlds that Paloma’s create are a bit surreal and always fun with an element of pop that redefines the meaning of different elements.

Tell us a little about your sources of inspiration. How do you get inspired?

My inspiration originates in common elements that surround us every day and through beautiful designs in nature. These can be colors, shapes of plants, flowers and other organic things like rocks, skies, or water. The element of light is a key part of my compositions and I love to explore its physical interactions with different materials and textures.

About your last project, what was your inspiration for the Floral Dreamland project?

For this project, I collaborated with @saviabrutaflowerschool and we created these dreamy compositions, using amplifying lenses that visualize the transformation from the general to the detail. Once you get into the macro world of flowers, a whole new dimension reveals itself. It lets you discover new textures, patterns, and colors which were inconceivable at first glance. By using a high-quality camera back and macro lens you can reveal these precise details. This project invites you to take a closer look at the beauty of nature.

How did the Phase One IQ4 150MP and the Schneider Kreuznach 120mm LS f/4.0 Macro lens help you with this project?

Those two combined allowed me to reveal the unseen. By being able to extenuate each petal, we get into a different layer of scale that allows you to see something as common as a carnation from a completely new perspective. The puffiness, texture, and composition are rendered in an astonishing way, that amazes even professionals working with the real-sized versions of these flowers.

What is your next project?

I’m working on a few things right now and they range from advertising commissions to long-term personal projects for a book. Another exciting development is that I’ve joined the world of NFTs, and I am looking forward to sharing some of my latest commercial projects once they can be published.