Tramari by Giampaolo Sgura
TRAMSFISGURATION is the name of the new chapter of TramArt, the San Marzano project that celebrates the spontaneous union of Art & Wine and which, for the fourth consecutive edition, aims to redesign the versatile label of Tramari Rosé, the ideal blank sheet or canvas of various artists.
San Marzano asked photographer GIAMPAOLO SGURA to reinterpret the label of Tramari Rosé di Primitivo, thus leaving painting behind for a moment to turn to photography as a form of expression with which to narrate an idea of Beauty.
Tramari and Giampaolo Sgura’s “Monsters” of Beauty
The artist is inspired by the concept of TRANSFIGURING, trans- “trans-” and figuring “giving shape”, i.e. changing in figure, appearance, or even just expression. Also taking advantage of the curious and fortuitous play on words, he created Tramari TRAMSFISGURATION: a collection of different looks or expressions, textures and colours put together with the magical art of Collage to give shape to fantastic ‘MONSTERS’ of Beauty, partitions of iconic photographs by Giampaolo Sgura himself, celebrities, and top models cut out, deformed and glued back together to create faces that look different from the normal and usual. Unrecognisable, ‘TRANSFIGURED’, or rather TRAMSFISGURED.
The artist
In a different role than usual, the figure of Giampaolo Sgura joins us in this TRANSVERSAL Project, which features him as an exceptional ARTIST instead of behind the camera. A renowned fashion photographer, Giampaolo has dedicated the last two decades to capturing the soul of fashion, celebrities, and cultural transformations. His photos have the ability and transversality to speak to a heterogeneous and broad audience, from the youngest scrolling on Instagram to the regular readers of the most important fashion tabloids; in fact, to date, he has shot more than 100 covers of various international editions of VOGUE. In front of his lens, the most glamorous supermodels, actors, sportsmen and singers of international fame, but also ordinary people have posed, often linked by the use of black and white, which, as he writes, “brings us all back to the democracy of dreams, to that uneven challenge we face with time. And I rejoice in the illusion that I can stop it”.
Born in Puglia, from a farming family dedicated to olive oil production, he began his education in Milan with architectural studies. His introduction to the creative world gradually led him to take a self-taught interest, first in fashion and then photography. Influenced by visionaries such as Richard Avedon and Irving Penn, but also by cinema, Italianism and his roots, his gaze behind the camera is focused on the present, capturing every detail, believing in a genuine emotional connection with his subjects. A practical, direct, no-frills person whose photography exudes charm and mystery, each snapshot is a precious piece of his extraordinary creativity.
Among his most celebrated shots:
Ariana Grande, Julianne Moore, Gisele Bunchen, Naomi Campbell, Ryan Gosling, Katy Perry, Orlando Bloom, Timothee Chalamet, Reese Witherspoon, Eva Longoria, Taylor Swift, Salma Hayek Antonio Banderas, Christoph Waltz, Cameron Diaz, Jessica Chastain, Katie Holmes, Gwyneth Paltrow, Kate Winslet, Halle Berry, Uma Thurman, Zoe Saldana, Selena Gomez, Cristiano Ronaldo Irina Shayk, Gigi Hadid, Adrien Brody, Roger Federer
Collaborations
The label paper: Fedrigoni Self-Adhesives
The premium self-adhesive material selected for this project is DUNE CLASSIC WHITE WS FSC™, an FSC-certified natural white paper with a smooth finish that lends itself perfectly as a canvas for this addition to the TramArt line. Choosing the right material enhances the entire packaging and is an element of differentiation, able to elevate the brand and its uniqueness.
Label printing: Tonutti Tecniche Grafiche
Partner in the project is the historic Friuli-based company Tonutti Tecniche Grafiche, a member of the French Alliance Etiquettes group, which specialises in printing premium labels: “Printing San Marzano’s TramArt line has now become a tradition for Tonutti, an eagerly awaited appointment capable of surprising us year after year with memorable projects,” says Marketing Manager Barbara Pagnutti. “This is the case of Gianpaolo Segura’s 2024 edition, which saw us digitally print six different subjects in four-colour process, in a veritable symphony of colours. Chromatic values in digital printing can be susceptible to slight variations, which is why our operators paid the utmost attention to ensure consistency throughout the entire production process. There are two details that make the line recognisable despite its diversity: the logo in semi-gloss varnish that produces a special see-through effect and the elegant bronze foil.”