Max Siedentopf’s latest book challenges the taboo of employing the same idea twice
The magazine that reincarnates the ordinary as the extra-ordinary releases its ninth issue, in which 25 artists reimagine the tampon
“People always try to find the most incredible thing, it’s always about perfection and the extraordinary,” says Max Siedentopf, co-founder of Ordinary magazine, “but there are so many things around us that we’re not aware of, all these mundane boring objects that we don’t even notice.” This is the philosophy behind Ordinary, brainchild of Siedentopf and designer Yuki Kappes, which has returned to print after a year’s hiatus. Each issue, the magazine asks 20 photographers to reimagine an ordinary object – be it a kitchen sponge, plastic cutlery or a single white sock – as something extraordinary. The object featured in each issue is gifted to the reader as an “extra” in a plastic bag on the front cover. This time though, the bag arrived empty.
Combining projects shot in China, Cameroon, the USA and Namibia, As Entertaining As Possible gives an insight into how images “have transformed the individual into a privileged witness to his own alienation”