The Madani Project' takes shape as a series of thematic exhibitions, publications and videos centered on Hashem El Madani and his archive.
Hashem el Madani set up his first studio in his parents' living room in 1948 and as his business grew he moved, in 1953, to a modern space on the first floor of the prestigious Shehrazade building, which he uses still today. This first publication of his work concentrates on the idea of the studio, exploring how Madani's exemplary practice of studio photography is both descriptive and inscriptive of social identities. Madani's studio created a site where individuals could act out identities using the conventions of portrait photography, with the poses inspired by the desires of the sitters. These photographs reflect not only how people look, but also how they desire to be seen.' - from back cover.