Gramo at Casa Max Cetto by Fabiola Zamora
The Max Cetto House-Studio is much more than a volcanic stone structure in southern Mexico City. Built in the 1940s, it is a living testament to the Mexican miracle and modern architecture. Cetto, a German architect who found refuge and fertile ground in Mexico, conceived this house as a harmonious dialogue with the landscape, integrating modern lines, simplicity, and a profound sense of purpose.
The search for beauty with character and timeless pieces led us to choose this iconic space for the campaign and to turn to the lens of Fabiola Zamora , a Mexican photographer, founder of the influential magazine 192 and with a distinguished career in the publishing, fashion and advertising industries.
That connection between the collection and the modernist architecture of the house became the starting point for the entire look and feel of this new Gramo campaign. For the photographer, it was important "to imagine that time stood still and that we were seeing a fragment of the daily life of a couple in Pedregal, and how they inhabited their spaces."
According to Fabiola Zamora, the interaction between Cetto's frames and their surroundings is a play of contrasts and complements. There is a dialogue between the shapes of the frames and the geometry of the space, where even the color palettes, both of the house and the frames, coexist in harmony. Its understated walls and woodwork perfectly frame the accessories.
Perhaps the greatest challenge in photographing an architectural icon lay in preserving its essence. The technical challenge was "conserving the natural ambiance of the house without the intrusion of flashes or a style of clothing that clashed with the spirit of the place." The goal was always to achieve complete naturalness in the situations, avoiding any scene that felt forced or staged.
For Fabiola Zamora, if there's one image that perfectly captures the spirit of the collection and the house, it's the portraits in front of the facade. This choice is striking: "They undoubtedly perfectly tie together the space we're in and the characters who star in the story using this collection."
Credits
- Photography and Creative Direction: Fabiola Zamora
- Styling: Alethea Zamora
- Makeup and hair: Alberto Pérez
- Models: Allan Urbano and Nicolete Quintanar
- Photography assistants: Cuatro, Susan Ades and Adriana Flores
- Styling Assistant: Eugenio Vargarci
- Production: Sophia Garduño
- Location: Paulina Treviño
