moom bookshop

A joyful skewering of contemporary society’s obsession with maximising our time – and with wellness, Wholefoods and the personal brand. Created in the image of the Hollywood paparazzi-style shot, photographer Shahram Saadat’s tongue-in-cheek photo series evokes the young professional, living in a quickly gentrifying area and pausing to pick up dinner mid-way through a morning workout. Their air is unstudied; their image thoughtfully refined. That the documentary-style series was actually street-cast, styled and staged in spite of appearances is only too appropriate.

Shahram Saadat is a British-Iranian photographer based in London. His practice is inspired by human idiosyncrasies; he channels the erratic spontaneity of documentary-style photography into staged scenes, underpinned by conceptual thinking. Shahram is also the founder of Duende, an experimental publishing house and non-profit gallery showcasing emerging talent from its community of image-makers, sculptors, designers and writers, and engaging with local communities to provide educational workshops. Duende was founded in 2015.