Checking Into Patrick Hoelck's 'Polaroid Hotel'
Multi-talented hitmaker Pharell Williams gets candid in Polaroid Hotel.
It's been a very exciting past couple of weeks in the L.A. fashion scene as global style icons and rock and roll collided in a brilliant fusion of fun and fabulousness everywhere you looked.
But don't fret if you missed Vivienne Westwood's glam-slam boutique opening on Melrose earlier this month, or Incubus' Brandon Boyd painting up a storm at Hurley's Venice HQ to launch the Hurley X Brandon Boyd T-shirt collection a couple weeks back, or Maroon 5's Adam Levine dropping by M.Frederic's recent Studio City soiree for Silver Jeans. There's yet another stylish soiree that's going to rock Melrose again on April 21 when Santa Monica-born fashion and rock photographer Patrick Hoelck (pictured below) invites the cool and curious to take a peek inside his Polaroid Hotel.
L.A. hot spots OhWow gallery and Lead Apron bookstore are co-hosting a release and signing event for Hoelck's sophomore coffee table book of photographs, Polaroid Hotel, which encapsulates not only the past 17 years of his bicoastal career, but also some of the best parties and coolest superstars to ever cross his lens.
You may be familiar with the prolific shutterbug's sexy editorial and fashion campaigns that have graced virtually every reputable fashion magazine on the planet for nearly two decades, including stints with Union Bay, Aiko, Corpus Clothing and Joe's Jeans. His latest venture, however, isn't about selling a look or hyping haute couture. A follow up to his raw and randy 2002 debut Tar, Polaroid Hotel promises exactly what its title suggests: a random trip back in time conveyed through Polaroids, those bulky but bitchin' insta-prints with the huge white borders that are as much a part of Americana as the Mustang and the Beach Boys. An artist's artist, Hoelck refuses to abandon solid craft for simple computer trickery and showcases an array of innovative images that perfectly capture the innocence and essence of youth culture.
When discussing Hoelck's stunning array of work, it's simpler to ask what famous face he hasn't shot, as opposed to spending an hour rattling off a list of those he has. And it's not mere "rock stars" that he photographs -- considering the scope of his work, that generic description somewhat cheapens the impact of what usually develops. More precisely, Hoelck creates masterful and moody portraits of world renowned musicians like R.E.M.'s Michael Stipe, Radiohead's Thom Yorke, gangsta rap pioneer Ice Cube, uber-talented multi-instrumentalist/producer Pharrell Williams (pictured at top of page) and unstoppable chart-climbers like Kanye West, Beyonce and Sean "P Diddy" Combs. He has also directed music videos for a diverse array of artists ranging from pop-rocker Lisa Marie Presley ("Idiot" and "Dirty Laundry") to RB crooner Alicia Keyes ("Girlfriend").
Between those moments, more than a few Oscar winners have also tapped into Hoelck's artistry, including Clint Eastwood, Adrien Brody and Juno scribe Diablo Cody, who have all sat for the photographer. Even Hollywood bad girl Lindsay Lohan kept it together long enough for a series of sleek and sexy shots for Fornarina.
Working so close to the Hollywood system, it's not surprising that Hoelck turned his attention to motion pictures last year, directing the award-winning, all-star short Mercy, which was penned by and stars Scott Cann. But nabbing best director and best film honors at the Savannah Film Festival and closing out Gotham's 2010 Gen Art Film Festival weren't enough to keep him away from the dark room for long.
The Polaroid Hotel book signing event is happening April 21 from 9-11 p.m. at Lead Apron, 8445 Melrose Place in West Hollywood. Click here for all the details.
