Book Reviews: Synchrodogs (Atem Books, 2011)

I’ve written it already, if you consider Tania Shcheglova and Roman Noven (the duo from Ukraine, also known as Synchrodogs.com) just fashion photographers, you’re off the mark: their production is the result of a raw and authentic inspiration, capable of crushing a big slice of today’s fashion photography – for the originality of the mise-en-scène, for their choice of subjects and for the absolutely first class experimental and visual tension. In their pictures, you’ll never see the usual innocuous pretty girls lying on sofas or meadows, where everything is motionless as if in fake contemplation; you’ll find instead an ocean of surreal and oneiric suggestions, a rock of stratifications and superimpositions of harmony and chaos. Fashion magazines’ photo-editors are taking a nap and perhaps in a few years will recognize the visionary power of these two photographers – with the exception of Neon Magazine’s Amélie Schneider who has decided to give them the cover and a feature in the October issue.

And the Atem Books guys are not going to be outdone, as the young independent publishing house has devoted to the Synchrodogs duo a beautiful, fresh off the press publication: 36 pages bound and printed in offset, filled with powerful, original and tumultuous images. So, to hell everything that’s simply nice, offered by boring fashion magazines – buy this book because you’re going to find in it true beauty: magical, abstract and unexpected.

Synchrodogs – 2011, Synchrodogs
Roman Noven and Tania Shcheglova
Book design: Vitya Glushchenko
36 pages, 14,8x21cm, sewn book
First edition of 100 hand numbered copies
Published in September 2011 under the imprint Emboscadura Ediciones

10 comments - Photographers: Roman Noven > Tania Shcheglova

concerned fan

I just received mine yesterday! The images are wonderful (as theirs always are)! But the layout in this publication is appalling. A good majority of the images are smaller than they need to be (because of "quirky" layout choices) or needlessly placed so that they are ruined by the fold. Obviously this is subjective— but subjectively speaking the layout more or less ruined a piece of art that I had anticipated to be great— a piece of art that I have been looking forward to for weeks.

Also the printing is not of the best quality (or perhaps it just seems that way because printing on a budget will always be hard pressed to display images properly when you make constrictive layout choices as they have). Being a collector of independent art books, and also having a fair understanding of their popularity— I am curious as to why they chose to publish their first monograph with Atem, when there are several other publishers that would have made a much etter job of it.

All in all it is by no means a horrible independent photo book (but only by the grace of their photographic talent/artistic skill). But if you are a fan of their work, and have been waiting for their first dedicated book/monograph/zine/publication, then you might be disappointed by this tat.
anonymous

I received my copy last week. It's a great first effort!
To respond to the concerned fan's criticisms: First, I happen to know that Tania and Roman worked very closely with the designer on this publication, so any layout critique must be leveled at both artist and publisher. Atem was very faithful in executing the artists' vision, and I personally think the print quality is excellent, all things considered.
Regarding my own subjective take on the design choices, I would agree that the layout has no direct thematic relationship with the work presented, but it is, as you say, "quirky" and (for lack of a better word) fun, which is certainly an integral aspect of Synchrodog's output. To my mind, their work is very much about aping what Disturber calls "boring" fashion–mooning the viewer, using often very cheesy, low-fi production, pulling exaggerated faces–and using a unique, if perhaps frustrating or misunderstood, layout is simply another aspect of this aping.
Their work is nothing is not playful, and it only makes sense to me that they would eschew the traditional (some might say "boring") monograph format in favour of something more free-form and thought provoking. That said, there are perhaps a few design changes I would make, too (nothing's perfect), but all in all this is a very concise and considered compendium whose tiny spine I am very happy to have on my bookshelf.
http://www.facebook.com/chemical.G Christopher Jones

Spot on review and despite the negativity above, I'll definitely will be picking this up. My own experiences with Atembook publications have been entirely positive. As the review suggests, 'magical, abstract and unexpected…
Jaime M.

My experience with Atem Books is also very positive. They Included in the package a label that says "made with love." And it's true. It's a small publishing house with short print runs but they care the details and the production is meticulous.
Fayve

Only had good expierinces with Atem Books too. You feel that it´s made with passion. Everything is personal and you know that there are no persons who making this just for the money.
@About the layout of the book: I thik it would be just boring to make the pictures as big as you can. You can see that there is a layout in the book that makes sense. Layout in a book can give an additional qualitie.
http://cargocollective.com/anacabaleiro ana

i just have good words and a great admiration for Atem Books. they are a very young and small publishing house but the most important for me is they really love what they're doing, which is reflected in their little books and their lovely packages. the label's grown a lot since the start and i hope they earn enough money to make the 'perfect' quality. i can't thank them enough for the good work supporting emerging photographers with so much passion.
http://www.luaocana.com lúa

I have been fortunate to have in my hands many of the publications of Atem Books. The most important of the publications is betting on what they believe, I admire people like that, people beyond the praise or criticism, persons fight for what they love.
There aren't decades of work behind the back, provablemente don't have all the money they would like, but since Atem Books many artists feel respected and treated with affection.
My point of view: combining professionalism with enthusiasm.
lara

Hi everyone!!!
I can not be more disagree with this comment concerned fan… ☹ what a shame that you have this bad experience with Atem Books, I would never imagine someone writing this kind of opinion! Actually, you are describing all the opposite feelings I usually have when I get any publication of Atem!
In one hand, I’m pretty sure that the editors have been preparing this publication for a long time ago, hand by hand with Tania and Roman…
As a fashion designer and as a fan of their work, I have to say that I can not imagine better layout choices… Synchrodogswork’s work is grotesque, imperfect, disordered, non-conventional…often dirty and beatifull at the same time… summarizing: grotesquely human!
As a big fan I’m very happy cause this publication preserves the spirit of the photographers…
I bought a retrospective Margiela’s book …and I was very, very, very disappointed about the publication…too clean, too pretty, too much Non-Margiela!!!
workingwoman

I remember my first coincidence with this vigorous young independent publishing company ATEM BOOKS and their collection of little book-wonders, protruding to me (beside a few other superb ones) inside of an international book-art-fair on a 4 meter long table like a huge layout in itself: one book beside the other, meandering playfully in different sizes and motives like a venturous musical structure covering the table. Each book looked at closer made me discover a little pearl of daring individuality and compelling, sometimes wonderfully strange passion! The white void sometimes framing the images appeals to me as a generous "room" that offers sudden prolongation to our mind. Behind the work: courageous and devoted publishers with a palpable will of giving a voice (and a form) to a number of impetuous artistic messengers beyond conventions out there…
http://www.janeosullivan.blogspot.com jane o sullivan

from the very clear review found on disturber and the images of the book I can see …..it looks to be an interesting publication ,I look forward to see it in my hands.
In support of ATEM BOOKS I have always found their exhuberant publications to be about the low fi end of art and proud of this ,bursting at the seams with glimpses into other worlds.
Continued sucess to them ad to the synchrodogs.

Book Reviews: Synchrodogs (Atem Books, 2011)

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