On the immediate surface, the butchering of a 300lb. pig inside a venue that functions as a photography resource for the New York City community may seem incongruous. However, dig a little deeper into the Levi's® Workshops, the heart of which centers on the idea of cross- disciplinary collaboration, and it all makes perfect sense. When the opportunity to host an in-studio butchering by superstar chef April Bloomfield and her comrade in arms and trotters Peter Cho, it seemed only fitting to have the results captured by still-life photographer Toby McFarlan Pond. It was a night dedicated to sustainable food, craftsmanship, photography and one timeless question: "Where does bacon come from?".
Download the Chop Shop ebook here: issuu.com/levisworkshops/docs/chopshop/
Following up the success of the Levi’s® Print Shop in San Francisco, Sub Rosa launched the Levi’s® Photo Workshop in the heart of Manhattan. During our time in New York we worked with iconic collaborators such as April Bloomfield (The Breslin, John Dory), Michael Stipe, Taschen, SPIN and Vice Magazines, HBO’s cast and crew of “Eastbound and Down”, and many many more.
Over the span of our 75 days, more than 50,000 people passed through the doors. Whether shooting on the main stage with our high-end Leica S-Systems, renting from the myriad of vintage cameras, or simply mugging for a photo booth picture, the main message remained clear – Levi’s® is a brand of the creative class and here to help local communities re-embrace their desires for craftsmanship and community.