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Monty Shadow

“Trame Fotografiche”

Una mostra progetto della Fondazione Monty Shadow promosso in collaborazione con Cassina

2 – 17 ottobre, 2026

Cassini Store Milano, via Durini 16

10 a.m  – 7 p.m. –  domenica chiuso – free entrance

Vogliamo diffondere e conservare i valori artistici, culturali, etici ed estetici di Monty Shadow e supportare fotografi e artisti con borse di studio, concorsi o altri eventi in qualsiasi parte del mondo

La mostra nasce dall’idea che Monty Shadow non puo’ essere raccontato come un semplice fotografo. La sua figura attraversa fotografia, editoria, comunicazione, pubbliche relazioni, cultura d’impresa e branding, rendendolo uno dei più interessanti interpreti della trasformazione della comunicazione tra gli anni Settanta e Novanta.

L’obiettivo del percorso non è presentare una retrospettiva fotografica tradizionale, ma raccontare come Monty abbia anticipato alcune delle pratiche oggi alla base della comunicazione contemporanea: cross-branding, branded content, networking creativo, costruzione di immaginari e collaborazioni insolite tra mondi diversi.

La mostra si sviluppa attraverso quattro temi principali: Il visionario, Le relazioni, gli Immaginari, l’eredita’.

Il Visionario

 

 

Le origini della visione creativa di Monty Shadow e il momento in cui comprende che arte, comunicazione e impresa possono convivere all’interno di un unico racconto culturale.Il punto di partenza è l’incontro con Salvador Dalí per il progetto editoriale SCARAB, realizzato nel 1971. L’obiettivo è mostrare come Monty Shadow avesse intuito, con decenni di anticipo, che i brand potessero divenire promotori e soprattutto produttori di cultura.

È il fotografo incaricato nel 1970, di fotografare Salvador Dalì per la rivista“Scarab”, in cui il Maestro immaginava l’uomo del 2000. Da questo memorabile incontro il suo percorso creativo e’ stato capace di catturare la luce tropicale in immagini di rara bellezza, ha sfidato i decimi di secondo, fissando per sempre gli eventi sportivi più emozionanti, ha spogliato le donne più belle del mondo con una sensualità irresistibile.” Tra i numerosi riconoscimenti era orgoglioso di ricordare due portfolio a lui dedicati dal Museo d’Arte Moderna di New York, che lo premiarono per il suo talento artistico. Da Londra,  alla fine degli anni ’70,  lavora per Condé’ Nast Vogue, e come grande fotografo di moda e comunicazione il successo lavorativo gli permette di  incontrare personalita’ che lo spingono a coltivare l’idea, con decenni di anticipo,  che il mondo dei Brand del  lusso,  potessero essere lo strumento piu’ efficace e moderno per produrre cultura.  Arte, comunicazione e impresa diventano il suo terreno creativo che lo porta a sintetizzare questo suo concetto con la creazione St Moritz Art Masters Festival, che dal 2008 a 2018, ha trasformato St. Moritz nel più grande Museo d’Arte ” sul  tetto del mondo”.  100 milioni di opere d’arte esposte nella piccola citta’ di St Moritz hanno sintetizzato tutta la sua visione artistica e creativa

Le Relazioni

 

 

Monty come una figura capace di creare relazioni e collaborazioni tra settori, persone e aziende diverse. Moda, sport, tecnologia, lifestyle e lusso diventano parti di un unico ecosistema creativo.

Negli anni 80 e 90 la sua vasta esperienza si estende al mondo del cinema e costruisce una piattaforma di relazioni in cui l’arte, la fotografia, la cultura e la qualità diventano un elemento di forza comunicativa. Insieme a Jason Binn  negli  Stati Uniti crea 14 riviste famose come Ocean Drive,Hamptons,Gotham, ecc… Con la stessa sensualità e creatività lavora come Art Director per diverse riviste, libri, ed edizioni speciali ed e’ stato ideatore di numerosi progetti e eventi come la Formula One Events, il Festival del Fitness, il World Sports Awards e l’Academy of  Sport ( divenuto Laureus) , il World Music Award, svariati tornei di golf e eventi del ATP Tennis Tournament. Ha collaborato con la Daimler Chrysler, Mercedes, Richemont, nei loro eventi in tutto il mondo ed è divenuto uno dei migliori image-maker di prestigio, godendo della fama di straordinario P.R. Uomo internazionale e mondiale, esperto in Marketing e Comunicazioni, in Strategie di Business, in Piani e  Strategie Operative a un livello inimmaginabile. La propria anima creativa si  mette al servizio del mondo del cinema e delle produzioni fotografiche e video, collaborando a produzioni in uscita, ai lungometraggi e ha creato campagne pubblicitarie lasciando il segno in quelle produzioni. Fra le sue amicizie Campioni dello Sport come Ayrton Senna, Gerhard Berger, Gilles Villeneuve,  il Principe Ranieri e la Principessa Carolina di Monaco, Re Juan Carlos di Spagna, Stallone, Robert De Niro, Arnold Schwarzenegger, Steven Seagal, Michael Douglas, Kevin Costner, Richard Gere, Sean Connery, Jessica Lange, Julia Roberts, Madonna, Sharon Stone, Kim Basinger, Sandra Bullock, Michelle Pfeiffer, Michael Jackson, George Michael, Elton John, Whitney Houston, Luciano Pavarotti, Eros Ramazzotti etc… e molte altre star.

Gli Immaginari

Il tema centrale della mostra, l’obiettivo è mostrare come le fotografie avessero un ruolo molto simile rispetto a quello che oggi hanno i social media per i nostri tempi. Le fotografie hanno sempre rappresentato un mezzo di comunicazione che resta nel tempo, il calendario non è solo uno strumento promozionale ma un mezzo di comunicazione popolare e permanente, un oggetto di design, un simbolo identitario e riflesso di un’epoca precisa (anni 80 e 90 e 2000).

Da un campo all’altro, attraverso le aziende, uomini e personaggi, dal passato a futuro, Monty Shadow è stato l’uomo che  ha firmato il tempo con le sue gocce di creativita’ per  inseguire la luce “cosmica” della creatività “.  I calendari che ha realizzato per così tante aziende dagli anni 80  fino al 2000 sono stati un mezzo di comunicazione permanente. Viaggiando sempre 250 giorni all’anno tra Inghilterra,  Sudafrica e Stati Uniti, arriva in Italia per creare l’identità del Brand  attraverso campagne pubblicitarie per la Fila, il brand di abbigliamento sportivo dall’epoca era uno dei brand piu’ importanti al mondo con i suoi campioni mondiali come il tennista Bjorn Borg etc…Fotografa Boris Becker per la Puma, etc.. Era quello il periodo in cui il mondo della comunicazione  aveva il “Calendario” come  mezzo evolutivo del mezzo pubblicitario, diventando un fenomeno culturale, così come oggi puo’ esserlo il mondo social. Il calendario però era visto e percepito  come status symbol, oggetto identitario da possedere.  un vero mezzo di comunicazione popolare che permetteva di raggiungere tutti al pari di quello che oggi fa la comunicazione social nel web.  Erano un modo per “entrare” nelle case con un messaggio costante e non invasivo e i fattori fondamentali che ne decretarono il successo furono il fatto che I calendari facevano sognare trasmettendo uno stile di vita: sport, moda, auto, tecnologia.  Rolls Royce, Ferrari, Mercedes, AMG – Mercedes, DaimlerChrysler, Richemont, Vendome, Esso,  Sun International, Royal Resorts, Ellesse, Fila, Polaroid, De Beers, Riva, Revox, Fila, Polaroid, Hasselblad, Contax, Nikon….

L’eredita

Questa sezione spiega la personalità e l’opera di Monty Shadow e come possano ritenersi ancora oggi attuali e un punto di riferimento. La sua capacità di leggere il cambiamento, costruire relazioni, mettere in comunicazione mondi diversi, promuovere il dialogo e il confronto per raccontare vicende umane e d’impresa, rappresentano un valore strategico. Molti dei principi che guidano oggi la comunicazione contemporanea erano già presenti nel suo approccio professionale.

Il valore delle idee, la capacita’ di  guardare le cose fino alla loro essenza e per  trasformare in progetti unici, apparentemente mai immaginati e impossibili da realizzare.  Aggregando talenti e grande visione d’insieme ha dimostrato prima ancora dell’arrivo del digitale che  la “vera intelligenza” sono i nostri  “occhi” che hanno bisogno di alimentare ogni giorno la nostra creativita’. Divoratore di immagini, i suoi occhi scannerizzare ogni giorno centinaia di immagini cartacee, assorbendo il valore creativo di chi aveva costruito quelle pagine, e che sprizzava fuori nei suoi occhi nell’ammirazione di chi sapeva apprezzare la composizione creativa realizzata. Una vita creativa dedicata a  costruire ponti, rivelatrice di una capacità di esaltare le caratteristiche di ciascuno dandogli un respiro internazionale e dinamico. Ha anticipato tendenze della comunicazione e ha accompagnato grandi talenti nei loro percorsi e questo lo ha reso una figura eclettica e lungimirante che è saputo spaziare tra mondi diversi lasciando un segno profondo. La capacità di vedere il mondo con i suoi “occhi”, racconta quanto fosse avanti rispetto ai suoi tempi e quanto sia stato capace di coltivare rapporti profondi e duraturi con figure di spicco. La sua versatilità e la sua capacità di adattarsi a contesti diversi erano il segreto che ha percorso la sua vita e che e’ oggi la sua piu’ grande eredita’.

Monty Shadow profile

Monty Shadow è stato un grande fotografo che ha attraversato, con la sua visione creativa, il mondo della moda, dello sport, dell’automotive, dell’editoria, dell’arte e del lusso per creare sinergie di grande successo inimmaginabili. Ha padroneggiato l’arte del Cross-Branding prima che questo diventasse materia di studio nel mondo del Marketing e della Comunicazione e, attraverso le sue formidabili capacità di Public Relation, ha plasmato le fondamenta del suo viaggio creativo. E’ stato un incredibile “connettore umano” e un formidabile uomo di Public Relations, dotato di un grande visione artistica a cui si sono affidati i brand piu’ importanti del mondo per organizzare un’ampia gamma di eventi, siano essi servizi fotografici o interventi di pubbliche relazioni facendo da tramite tra l’Italia, Londra, Monte Carlo, New York e Los Angeles.La sua visione è stata scelto per valorizzare al meglio l’immagine di molte grandi aziende quali . Ha anticipato brillanti intuizioni giornalistiche collaborando con testate come   Viva, Time, Life, Omni, Vogue, ll Piacere, Excellence, Sun, Penthouse, Donna, Grand Prix, Sport Illustrated, Gazzetta dello Sport, California Sport & Fitness, Symbol, Paris Match, Stern, Focus, Max e molti altri, arrivando realizzare quasi 3000 copertine. Monty Shadow era un anticonformista, una eminenza grigia, che lavorava completamente al di fuori della strutture dirigenziali,  definito da Johann Rupert ( presidente del colosso svizzero del lusso Richemont ) “ uno dei più grandi cani da tartufi” capace di portare alla luce, uno dei piu’grandi casi di successo dell’alta orologeria del 21 Secolo “Panerai e di una delle relazioni più durature tra star del cinema ( Stallone) e orologi,  nella storia dell’orologeria.

“.. always extraordinary full of energy with a positive impetus that came from the fact that it was felt even from a distance that he was a person with a disruptive personality.”

Stefano Domenicali – Ceo F1

Interviews

Cassina Milano

The Cassina Exbithion ” Trame Fotografiche” intends to show the stories relating Monty Shadow, to allow retracing his long creative activity which has spanned the last 40 years of the history of communication. To document and bear witness to the role and relationships with the worlds in which he has been a participant: from the sport to cinema, fashion, culture, art, luxury, editorial world at national and international level.

Salvador Dali photographed by Monty Shadow – 1970

Monty’s Stories

Panerai Story

“I Will miss Monty Shadow, a great bear-like man with a booming voice, glossy black ringlets……. ” Nick Foulkes Speaking about Monty Shadow

read full story

Ayrton Senna friendship

Ayrton Senna and Monty Shadow shared their friendship until the champion’s death in 1994.Ayrton “myth” kind with a look “sweet”, he struck the heart of those who loved him, and that his friend has never forgotten.

Laureus Sport for Good Foundation

Monty Shadow was the creator and one of the founders of the Laureus World Sport Awards – the sport’s oscar – supporting its growth as well as the development of the social movement “Laureus Sport For Good” in which Richemont-Mercedes joined forces

St Moritz Art Masters

Monty Shadow was creator and founder of St Moritz Art Masters festival. The most prestigious art and cultural event, unique to the world.

16 Oct

Posted at 21:04hinexhibition

An Unconventional Genius

A great genius soul and an incredible“human connector”who left his mark

Movements of Maverick

Monty Shadow was a great photographer who crossed, with his creative vision, the world of fashion, sport, automotive, publishing, art and luxury to create unimaginable synergies of great success.

He mastered the art ofCross-Brandingbefore it became a subject of study in the world of Marketing and Communications and, through his formidable Public Relations skills, he shaped the foundation of his creative journey. He was an incredible “human connector” who left his mark on those who knew him and who preserve the memory of a great and brilliant soul with a heart always at the service of innovation. Aformidable PR, the world’s most important brands have entrusted him and his artistic consultancy with the organization of a wide range of events, be they photo shoots or public relations interventions, acting as an intermediary between Italy,London,Monte Carlo,New YorkandLos Angeles.

“Monty was a Maverick, an eminence grise, who worked completely outside the management structures”

and was described by his friendJohann Rupert, boss ofRichemontas“one of the greatest truffle dogs”who also brought to light one of the greatest success stories of haute horlogerie of the 21st century and one of the most enduring relationships between movie stars and watches in the history of watchmaking:Panerai…………….

However, his lens was chosen to best enhance the image of many large companies such as RollsRoyce, Ferrari, Mercedes, AMG – Mercedes, Daimler – Chrysler, Richemont, Vendome, Esso, Sun International, Royal Resorts, Ellesse, Fila, Polaroid, De Beers, Riva, Revox, Fila, Polaroid, Hasselblad, Contax, Nikon, Zepter, Tullio Abbate etc.

His lively imagination anticipated brilliant journalistic intuitions working forViva, Time, Life, Omni, Vogue, ll Piacere, Excellence, Sun, Playboy, Penthouse, Donna, Grand Prix, Sport Illustrated, Gazzetta dello Sport, California Sport & Fitness, Symbol, Paris Match, Stern, Focus, Maxand many others, reaching almost 3000 coverscreativty.

“With his camera he can do everything. For this reason he is one of the most famous photographers in the world.”

In London,  in the late 70’s, Monty Shadow works for Conde‘ Nast Vogue, becoming a great photographer, inspired by culture and school education. He was thephotographerin charge of shootingSalvador Dali’in Cadaques for the Magazine “Scarab” made byScabal, a Luxury Belgian textile company .

The magic of his lens has captured also tropical light in images of rare beauty, he has challenged tenths of a second, fixing forever the most exciting sporting events, he has undressed the most beautiful women in the world with an irresistible sensuality.” Numerous awards, including two portfolios dedicated to him by the Museum of Modern Art in New York, have rewarded his hidden artistic talent.

    Monty’s Shadow Editorial World

    He has been publishing and editingSymbolInternationalMagazine, one of the fathers of the “Coffee Table” Magazines (magazines that combine aesthetics and cultural content) since1978together withGino Gervasoni, the famous and legendary gentleman who later became owner of theRiva Boats Company.

    Monty Shadowhas signed the covers ofSternmagazine, the GermanElle,Harpers Bazar and the best international publications of the80s. In the late 1970s, 1980s and 1990s he created a new era in graphic design and photography through images published on over 900 covers ofModa,King,Vogue, California, Sport&Fitness, Village, together with the great editor and journalist Vittorio Corona, as well as many other lifestyle magazines and publications. In the 80s and 90s his vast experience extended to the world of cinema and built a platform of relationships in which art, photography, culture and quality became an element of communicative strength. Together withJason Binnin USA Monty Shadow creates 14 famous magazines such asOcean Drive,Hamptons,Gotham, etc…

    With the same sensuality and creativity he has worked as Art Director for several magazines, books, and special editions and has been the creator of numerous projects and events such asFormula OneEvents,the Fitness Festival, theWorld Sports Awardand theAcademy of Sport, theWorld Music Award,GolfTournaments andATPTennis Tournament events.

    He has collaborated and provided consultancy for companies such asDaimler Chrysler,Mercedes,Richemont, in their events all over the world and has become one of the best prestigious image-makers, enjoying the fame ofextraordinary P.R.

    An international and world-wide man, expert inMarketing and Communications, inBusiness Strategies, in Operational Plans and Strategiesat an unimaginable level. His creative soul has been put at the service of the world of cinema and photographic and video productions, collaborating on upcoming productions, feature films and has created advertising campaigns leaving its mark on those productions.

    His friends also includeHSH Prince Rainieri Grimaldi, his familyHSH Prince Albert of Monaco, HSH Princess Caroline of Monaco,King Juan Carlos of Spain with his HSH family, the Sultan of Brunei, the Arab Princes, etc.

      Monty’s Shadow Showbiz & Luxury World

      He has shot from the world of entertainment to show business, such asSylvester Stallone,Robert De Niro,Arnold Schwarzenegger,Steven Seagal,Michael Douglas,Kevin Costner,Richard Gere,Sean Connery,Jessiga Lange,Julia Roberts,Madonna,Sharon Stone,Kim Basinger,Sandra Bullock,Michelle Pfeiffer, Michael Jackson, George Michael, Elton John, Whitney Houston, Luciano Pavarotti, Eros Ramazzotti,and many other stars of the old and new era.

      He helped create the winning image of F1 together with his friend Bernie Ecclestone, and his photographic lens celebrated the greatest champions such asAyrton Senna, Michael Jordan, Alberto Tomba, Sergey Bubka Boris Becker, David Coulthard, Jacques Villeneuve, Sergey Bubka, Tiger Woodsetc…

      From the world of entertainment to the ateliers of prestigious stylists such asArmani, Versace, Stefano Ricci, Alaia, etc., his name was the key to opening any door in the field of Fashion where he shared an esteem and a great friendship withFranca Sozzani, director ofVogue Italia.

        Monty’s Shadow Art & Luxury World

        He collaborated withTaschen, the world’s largest publisher of books and visual cultural products, and is behind major editorial projects such as the bookFerrari by Taschen created for the 50th anniversary of the birth of the Italian brand. Countless cross-branding projects such as Pirelli andRoger Dubuis,Taschen & Pirelli,Mercedes & IWCand many others are just a few examples of his incredible ability to generate innovative ideas.

        Esteemed byEnzo Ferrariand his sonPiero, Monty Shadow created thefirst official Ferrari S.p.A. calendarin a limited edition in1992.

        He was of the creator ofLaureus World Sport Award, LaureusSport For Good andLaureus Foundation, and credator ofSt. Moritz Art Masters Festival, the most prestigious artistic and cultural event on the roof of the world with more than 400 artists of art, photography, design, architecture.

        The prestigious Life Achievement Award created byCartier, in the decade 2008 – 2017, has honored artists such asRobert Indiana, Richard Long, Ilya & Emilia Kabakov, William Klein, Oscar Niemeyer, Ai Wei Wei, Nalini Malani, Lucio Fontana, Albert Watson, Flavio Manzoni for the Ferrari Design Team.St Mortz Art Mastershas brought more than400artists with their works of art, sculptures, installations involving the world of photography, design and architecture in the Engadine, becoming a symbol of quality and culture, which has promoted St. Moritz in the world.

        Without obstacles and spreading from one field to another, through companies, from men to people, from the past to the future, Monty Shadow was the man, the genius, who signed time with his drops of creativity to chase the “cosmic” light that not all men can reach.

        An incredible “Human Connector”

         

        and those who knew him, cherish the memory of him, aGreat Manwith a great soul, brilliant and generous and a heart always at the service ofCreativity”

          10 Nov

          Posted at 12:35hinexhibition,senna
          Turin National Automobile Museum – Talk “Ayrton Senna in the photographs of Monty Shadow”
          Moderated by journalist Andrea Pavan

          In the occasion of the finissage of the Ayrton Senna Forever exhibition at the National Automobile Museum of Turin, a “Talk” themed “Ayrton Senna in the photographs of Monty Shadow” was held moderated by Andrea Pavan, journalist, and the architect Enrico Leonardo Fagone, curator of the Monty Shadow Foundation exhibition, already presented exclusively in Formula 1 in the paddocks of the Imola Grand Prix and the 2024 Monza Grand Prix.

          On an afternoon in which the Brazilian race was celebrated, in memory of Ayrton Senna, in the presence of a passionate audience, who filled the hall of the National Automobile Museum, on the occasion of the closing of the Ayton Senna Forever exhibition which having gathered around 270 thousand visitors from 98 nations, a talk was opened dedicated to the images of Ayrton created by his great friend Monty Shadow.

          The photographic exhibition “My Friend Ayrton” is the portrait of Senna through a series of unpublished images that offer an exclusive look that reveals the man behind the myth, and tell the story of the deep friendship with Ayrton Senna and a relationship that allowed Monty to capture new aspects of the champion’s life, beyond the races, revealing his most authentic and personal nature.

          16 images of the shots that Monty loved most among those he had taken of his friend and which more than anything reveal the Ayrton Senna that Monty felt was most personal and intimate, which tell the story of the friend he had known and who they show the looks and expressions of a man who has become a legend.

          Monty has collected an Ayrton Senna as one might do in a family album: moments of life, between irony and fun but also captured in the moments of greatest tension before a race for example or while waiting to get back on board one’s car after being was developed by the mechanics.

          Different moments, never caught secretly, never stolen and for this reason more natural than ever. Hence the idea of ​​proposing an exhibition that can host a selection of these images, evidence of a bond, first of all but also of the sensitivity that young Ayrton shared with young Monty.

          An introspective look beyond the news of the 1980s that formed the backdrop, to learn more about and remember one of the most loved sportsmen of all time. Another Senna therefore, new and even more engaging.

          The intimacy and naturalness of these moments reflect the authentic friendship between Monty and Senna, revealing a side of the driver never seen before.

          “2hours.14minutes.08seconds”

          In the docufilm“Senna”visible on Netflix,Montyis seen on the Imola track on the day of the tragedy (from the minute2.13.58until the following second2.14.08) in the last shot of the filming from the helicopter on Senna’s car on the track before departure:

          “Monty passes behind the rear wing of the Williams and goes to give what will be his last farewell to his friend, before his tragic end.”

          Monty Shadow was a great photographer who crossed, with his creative vision, the world of fashion, sport, automotive, publishing, art and luxury to create unimaginable highly successful synergies.

          He was a unique character in the world of the 80s, 90s and 2000s, which saw him as the protagonist, behind different large projects and of which only experts know the value.

          He has shot from show business to entertainment, such as Sylvester Stallone, Robert De Niro, Arnold Schwarzenegger, Steven Seagal, Michael Douglas, Kevin Costner, Richard Gere, Sean Connery, Jessiga Lange, Julia Roberts, Madonna, Sharon Stone, Kim Basinger, Sandra Bullock, Michelle Pfeiffer, Michael Jackson, George Michael, Elton John, Whitney Houston, Luciano Pavarotti, Eros Ramazzotti, and many other stars of the old and new era.

          He collaborated to create the winning image of F1, together with his friend Bernie Ecclestone, and his photographic lens celebrated  the greatest champions such as  Ayrton Senna,  Michael Jordan, Alberto Tomba, Sergey Bubka Boris Becker,  David Coulthard, Jacques Villeneuve, Sergey Bubka, Tiger Woods  etc…

          From the world of entertainment to the ateliers of prestigious designers such as Armani, Versace, Stefano Ricci, Alaia, etc., his name was the key to opening any door in the field of fashion where he shared an esteem and a great friendship with Franca Sozzani director of Vogue Italia.

          Movements of Maverick

          02 Sep

          Posted at 10:28hinexhibition,senna

          Monty Shadow Foundation

          Exhibition 2024 Monza F1 GP Paddock

          15 shots of Ayrton Senna by Monty Shadow F1 Pirelli Gran Premio d’Italia  Monza 2024
          30 August  – 1 September 2024

          On the occasion of the 95 Pirelli F1 Gran Premo d’italia,  Monty Shadow Foundation, showed 15 shots of Monty Shadow, photographer and friend of Ayrton, during their long friendship that lasted until the end of his days.

          Thanks to Stefano Domenicali and F1 was possible to see this pictures on F1 Paddock Garden  during the week end of the race.Friends in life and united until the last moments, Monty Shadow followed Ayrton in his rise to world champion until the day he died. They had met on the F1 tracks where Monty, a fashion photographer bound by a solid friendship with Bernie Ecclestone, actively collaborated in the life of the Circus.

          The images are a selection of the shots that Monty liked best from those he took of his friend and that most of all reveal the Ayrton Senna that Monty liked best. They are the images that Monty felt were most personal and intimate, that tell the story of the friend he knew and that show the looks and expressions of a man who had become a myth.

          “Ayrton and Monty were friends and shared many moments of private life even off the track.″

          When the weather allowed Ayrton to be off the track, the two friends spent time together in the world of Milan where Monty, a fashion and advertising campaign designer, acted as his spirit guide in the famous Milan of the 80’s and 90’s.

          Monty always spoke memorably about his relationship with Senna, but each time a vein of sadness shone through his face even when he told funny anecdotes they had spent together.

          In“Senna”docufilm ( you can see onNetflix  from the minute2.13.58until the following second2.14.08)) in the last shot, from the helicopter that framesSenna’s caron the track before the start,Montypasses from behind the rear wing of the Williams car and goes to say goodbye, which was to be his last, to Senna sitting in the cockpit a few moments before the end of his life.

          Monty was a guest in Brazil, several times, at the residence in Angra dos Reis where Senna used to relax after the championship.

          Movements of Maverick

          30 May

          Posted at 23:52hinexhibition,senna

          Ayrton Senna “Who he really was”

          by Ivan Capelli and Giorgio Terruzzi

          On the occasion of the opening of Merbag Mercedes Benz space in Monza an incredible event to discover Ayrton Senna with the images of Monty Shadow Foundation

          The video of the event evening of May 30, 2024 organized by Merbag Italia, at the Monza headquarters, where Giorgio Terruzzi (journalist) and Ivan Capelli (former F1 driver and sports commentator) talk about Senna and his personality. The evening was also an opportunity to show some shots of Ayrton Senna off the tracks taken by his friend Monty Shadow thanks to the “Monty Shadow foundation”. An intense story, full of content that saw the many guests who participated in the Merbag evening, listen to a touching, unique and unmissable story. Toni Gallace ceo of Merbag Italia, together with Stefano Marostica of Puzzle Communication, who conceived and organized the event, introduced the evening. A unique and unmissable event that must be preserved in our collective memory

          The video of the event evening of May 30, 2024 organized by Merbag Italia, at the Monza headquarters, where Giorgio Terruzzi (journalist) and Ivan Capelli (former F1 driver and sports commentator) talk about Senna and his personality. The evening was also an opportunity to show some shots of Ayrton Senna off the track taken by his friend Monty Shadow thanks to the “Monty Shadow foundation”. An intense story, rich in content that saw the many guests who attended the Merbag evening, listen to a touching, unique and unmissable story. Toni Gallace ceo of Merbag Italia, together with Stefano Marostica of Puzzle Communication, who conceived and organized the event, introduced the evening. A unique and unmissable event that should be preserved in our collective memory.

          ivan capelli

          20 May

          Posted at 22:10hinexhibition,senna

          Imola F1 GP Paddock Garden

          Monty Shadow Foundation exhibition 2024

          During the F1 Imola GP 2024  Monty Shadow Foundation showed some shots of Ayrton Senna by Monty Shadow revealing the beauty of a man became “Myth”.

          On the occasion of the30th Anniversary of Ayrton Sennaduring the2024Emilia Romagna F1 Grand Prix,  Monty Shadow Foundation showed some shots ofMonty Shadow, photographer and friend ofAyrton, during their long friendship that lasted until the end of his days. Thanks toF1andStefano Domenicali Ceo, in theF1 paddockgarden created anAyrton Senna Exhibitionwith pictures of his great friend and photographerMonty Shadow. Friends in life and united until the last moments, Monty Shadow followed Ayrton in his rise to world champion until the day he died.

          They had met on theF1tracks whereMonty, afashion photographerbound by asolid friendshipwithBernie Ecclestone, actively collaborated in the life of theCircus. The images are a selection of the shots thatMonty liked bestfrom those he took of his friend and that most of all reveal theAyrton Sennathat Monty liked best.

          They are the images thatMontyfelt were most personal and intimate, that tell the story of the friend he knew and that show the looks and expressions of a man who had become a myth.

          AyrtonandMontywere friends and shared manymoments of private lifeeven off the track. When the weather allowedAyrtonto be off the track, the two friendsspent time togetherin the world ofMilan where Monty, a fashion and advertising campaign designer, acted as his spirit guide in the famousMilanof the80’sand 90’s.

          In“Senna”docufilm ( you can see on Netflix ) in the last shot from thehelicopterthat framesSenna’s caron the track before the start, Monty passes from behind the rear wing of the Williams car andgoes to say goodbye, which was to be his last, toSennasitting in the cockpit a few moments before the end of his life.

          Montywas a guest inBrazilseveral times, at the residence inAngra dos Reiswhere Senna used to relax after the championship.

          12 May

          Posted at 22:07hinexhibition,senna

          Monty Shadow Foundation

          Guest of Automobile Club de Monaco

          During the14 Gran Prix de Monaco Historique 2024 Monty Shadow Foundation showed some Aryton Senna shots of Monty Shadow

          On the occasion of the30th AnniversaryofAyrton Sennaduring the14th Monaco Grand Prix 2024, theAutomobile Club of Monacoin collaboration with the Monty Shadow Foundation, showed someshots of Monty Shadow,photographerandfriendofAyrton, revealing the beauty of a man who became“Myth”.

          In thespirit of friendshipbetween theAutomobile Club of MonacoandMonty Shadow, thegala dinnerwas an opportunity to remember their bond.

          Thebondbetween thePrincipality of MonacoandMonty Shadowfound in this great event a wonderful occasion to remember how much this unique and special place in the heart of Europe was always in Monty’s heart.

          Monty frequented the Principality because of its close ties withFashionand theF1 Off Shoreworld and had already helped to organise several important events such as theMusic World Awardin 1996 and many others.

          For a time, arestaurant ‘Monty’was also opened in Monte Carlo where manyHollywood celebritiesfrequented.

          At the same time, he had created a beautiful bond with theAutomobile Club of Monte Carloand its wonderful team that has always organised theF1 Grand Prix.

          From PresidentBoerito Manager DirectorRuchdi Hajjar, everyone was happy to be able to remember Monty and hisdeep bond with Ayrton, who used to spend his free time in Monte Carlo, as can be seen in the photos shown by theMonty Shadow foundation.

          Ruchdi Hajjar, who forged a long and lasting friendship with Monty, recalled the first time he met Monty, back in 1974 in Paris, on the occasion of a photographic session with the MasterSalvador Dali’whom Monty had already portrayed in 1970 in hisHouse Atelier in Cadaques.

          In the shots of the Monty Shadow Foundation shown to some900guests at theSporting Club Senna atMonte-Carloon the racetracks and also in boat shots at the Principality’s dock.

          Sennahad a specialrelationshipwith Monty andMontyin turn had a deep one with thePrincipality. Monty was Ayrton’s forerunner to the magical, golden world that in Monte Carlo fused together the worlds of show business, cinema and fashion.

          Monty’s Shadow quote

          ” He was a dear friend of mine. Few people are aware of this facts. He himself flew ancient airplanes. That was another great passion of his apart from photography. He always said that when he stopped being a pilot, he would travel the world like a photographer. With such enthusiasm he wanted to become my assistant.”

          Monty’s Shadow quote

          24 Feb

          Posted at 10:00hinexhibition,senna

          Sneak Peak The legendary Ayrton Senna

          The 2024 marks the 30th anniversary of the death of the legendary Ayrton Senna . On February 22nd 2024 it was held at the Scala cinema of St Moritz the  Press Vernissage of this small exhibition during the I.C.E. concours of elegance.

          Senna remained a ‘mythological’ figure, whom so many would have liked to know, in an attempt perhaps to establish a more direct relationship, to reduce the distances that inevitably separate the lives of great champions from their supporters. In the effervescent and dynamic context ofFormula One, just a short distance from the spotlight of the limelight, between one event and another, in addition to the more strictly sporting events, there are stories of friendship and shared experiences, moments of life. The bond betweenAyrton SennaandMonty Shadow, one of the most appreciated photographers of those years, an assiduous frequenter of the Formula One entourage, he made us participants through extraordinary images. The vernissage was held in the presence of various personalities who came to celebrate Monty Shadow  in a small photographic exhibition curated by Audrey Tritto and Fabrizio D’Aloisio who had the honor of having in the preface of his book “Car Guys” a text signed by Monty himself who esteemed him as a photographer  make a small speach to introduce the idea behind this event created with the Monty ShadowFoundation.

          ” Ayrton was a dear friend of mine. Few people are aware of this facts. He himself flew ancient airplanes. That was another great passion of his apart from photography. He always said that when he stopped being a pilot, he would travel the world like a photographer. With such enthusiasm he wanted to become my assistant.”

          “Monty memories”

          TheVernissagewas held in the presence of various personalities who came to celebrate Monty Shadow  in a small photographic exhibition curated byAudrey TrittoandFabrizio D’Aloisio.

          Fabrizio had the honor of having preface of his book“Car Guys”by Monty Shadow who esteemed him as a photographer.

          Here a small speach to introduce the idea behind this event created with the Monty Shadow Foundation.

          Fabrizio D’Aloisio speech

          Dear ladies and gentlemen, dear iconic tourism directorHans Peter Danuser,dear legendMartin Berthod, dear St. Moritz Tourism CEOMarijana Jakic, dear Audrey and Rocco, dear… or howMontywould have said:dear Bambini!

          It is an honor for me to say a few words this evening. I first metMontymany years ago. It must have been in 2005 or 2006. At a meeting atBadrutt’s Palacein the presence ofHans Peter Danuserand I think alsoMartin Berthod.Montycame up with the idea of organizing anart festivalin St. Moritz,the St. Moritz Art Masters, which later enjoyed great success for many years.

          Montywas wearing a long shirt, almost as long as a nightgown, and I still remember his initialsMSembroidered at the bottom. His assistant looked stunning and although she had the pen in her hand for two hours, she didn’t write anything down. It was my first meeting where the words shit and piss were part of the conversation several times.

          I never thought at the time that I would develop a special relationship withMontyyears later. Although we didn’t spend a lot of time together, for me, like for so many others, he was the uncle we all always wanted to have.

          The uncle who motivated you and made you feel important, the uncle who always took you with him to enrich you: he was the uncle who called spontaneouslySylvester Stallonefor you and took you to lunch with FabioCapellowithout telling you beforehand.

          I could go on for hours with stories like this, but let’s get to the subject of today’s mini-exhibition:MontyandAyrton Senna.

          Rocco, who along with Audrey has been the person who has experiencedMontythe most over the last 10 years, helped me put together some anecdotes.

          Montywas very close to his friendAyrton Senna. We often talked aboutMonty’srelationship withSenna, but each time we could see a hint of sadness in his face, which also shone through in the funny stories he often told.

          Hewas at theImolacircuit on the day of the tragedy, and in theSennadocumentary, which the Scala cinema will be showing three times over the next few days, you see him in the final helicopter shot zooming in on Senna’s car on the track before the start. Monty walks past the rear wing of the Williams and goes up to Senna to say something to him. It was the last time he saw his friend alive. (From the time frames of 2h.13m.58second until the 2h.14m.08second )

          AyrtonandMontywere also friends away from the racetrack. WhenSennawas inItaly, he always stayed withMontyin Milan. AndMontyvisitedAyrtonseveral times in Brazil at his residence inAngra dos Reis, where Senna used to relax after the championship. The cover picture of this exhibition with Ayrton Senna on the water scooter was taken on one of these occasions.

          Sennaflew by all sorts of means, with airplanes of all ages. When he went to his residence, he flew in his helicopter, and the photo you see here was taken on one of the flightsSennamade withMontyto get to his island.

          WhenSennawas in Italy, he wasMonty‘s guest and visited the vibrantMilanof the1980swith him, whereMontyworked as a fashion photographer and where he also was awell-known personality.

          OnceMontytookAyrtonto aVersacefashion show, and before the show was over, he took him backstage and threw him down the catwalk at the end of the show. Senna was very embarrassed, but you can imagine how amusedMontywas.

          Montyused the camera withSennalike a smartphone, and in this way showed the naturalness of a human being rather than the greatness of a star.Montyloved to accompanyAyrtonto discover the beautiful things of the Italy he loved and which he believed represented the spirit of a people who somehow knew how to live. Monty loved Italian style and was happy to experience the world of style that he thought was worth living in.

          They often went toLake ComotoMonty’sfriendTullio Abbate, the designer of offshore racing cars. On these speedy Tullio ABbate boat that photos in this sneak peek exhibition was taken, where Senna is holding one of Monty’s cameras.
          Sennaspent so much time with Monty because Monty was also a great PR man, and that’s howSennametCarol Alt, and their story was born. At that time,MontyandSennaoften traveled between Milan  for excursions, and on these occasions they often droveFerrari. Once they were stopped by police for a routine check; they must have had a heavy foot, which did not go unnoticed.
          The policemen stopped them and checkedMontyfirst, then went on to check the driver of the secondFerrari. When the window was rolled down, they couldn’t believe their eyes: they sawSennaand were stunned.Sennawas an incredible star at the time, and of course the inspection turned into a festival of compliments.AyrtonandMontywere dismissed, Montyinvited them to stop by and show where was the studios where he took photos.

          The next morning,several police cars and a dozen policemen were outside. He asked what had happened, and after a few moments of concern, he learned that the commander of the police station had heard from his colleagues that Senna had been stopped and that he was staying with Monty. The commander demanded to meetSenna, of whom he was a big fan.
          AyrtonletMontyphotograph him in private, because this was not a relationship between a photographer and a star, but a relationship between two friends who were trying to have fun and enjoy their time together. In this respect Monty has taught us a lot, we are all equal and human, even if we are all different, and at the end of the day we all just want to be loved.
          We miss you uncle……..!!

          The guests where be able to see movie”Senna” (2010) at the Scala cinema
          Time frames 2h.13m.58  to 2h.14m.08 seconds you can see Monty

          25 Nov

          Posted at 15:26hinfriends,interviews

          He called me “Baby” and I called him “Bear” and we laughed….

          Stefano Ricci is the founder and creator of one of the most important  Italian luxury brand

          Stefano Ricci:Hi Audrey, see you again today after we spoke In that sad moment, I see you more beautiful than ever…. unfortunately all stories have a beginning and an end… and it had arrived for Monty, as it can arrive for me at this moment…. for all of us…. the moment to say goodbye. i

          Audrey: How did you meet Monty?

          Stefano Ricci: at the end of the 70s you know.. I am very close to my friendship with Gianni Mercatali…and Gianni told me: “You know Stefano, there is a new magazine called Symbol and it is made by a friend of mine together with the engineer Gervasoni, president of Riva..Riva Boat…which is perhaps the right magazine for a brand like yours.” And I said….”introduce me to these gentlemen!”…and engineer Gervasoni came to Florence with Monty Shadow.

          Engineer Gervasoni was a character full of energy, however, next to Monty, for all of us, it was difficult to make a comparison… between us and Monty… Monty was many steps higher, at a much faster speed. Sometimes I would say… “but what did he tell me all this time?”… he had always spoken… but he was a concrete man… and we began this relationship by advertising, buying advertising space in the magazine Symbol until Monty had time to take care of it. Symbol was an important reference… disappeared with the death of the Engineer and with Monty’s abandonment.

          That’s how we met… he called me“Bambino”and I called him “Bear” and we laughed… He would reach me in the most incredible places, in the most incredible moments and say: “What are you doing, child?” … maybe he was outside the house waiting for me … “come down!”… maybe it was midnight and I would say: “Monty, welcome, what are you doing this time? and he would say: “I’m in Florence, I thought of you and I came to see you”. We would sit there and talk, then at my house… there was an evolution… he started taking pictures for someMercedesHouse Organ…Cartierand I… I would say to him:

          “Monty, are you okay there… up there with them?” Sometimes he would say to me: “Mmhh…. I mean,I was better down there with you!”

          This relationship was nice… we would see each other at all the Pitti, but also during the year, if I was in Milan he would come to see me. I had the courage… the luck and the courage to manage that relationship with Him. Monty is a man… he is a man who leaves a mark on your life… I’m talking about forty years ago!!!!! Then we met on many occasions, he introduced me to one of my dearest friends in an absolute sense: IonTiriac.

          Audrey: Tell me how it went?

          Stefano Ricci:I wanted to go hunting in a reserve of Ion Tiriac which at that time was the number one in Europe and…… like it’s not mine… which is not paid but only by invitation…. and he didn’t want to let in a person he didn’t know…..I would have gone with my children and then the rest is funny….. but I was lucky, thanks to Monty who insisted and took Tiriac on tiredness and…. it was fun, because we hunted in a wonderful place and we became friends, friends for life. We talk every day, she is very close to my children, to my grandson and yes…. it’s beautiful.

          Tiriacis a man who is 85 years old,I call him “Emperor”, but we joke all the time….a Lion!!!… Yes I call him emperor and he enjoys it at this point, but it is a constant joke and one of his collaborators tells me: “Mr. Ricci…. there is only you who can say those things to Mr. Tiriac…. and I answer him: “and only he can say these things to me… So it is always an affectionate way of being together.

          Audrey: Did you hear from Ion when Monty was sick?

          Stefano Ricci:Yes we were in contact daily, actually three times a day, when Monty was sick. Ion was interested, I called the hospital but they told me that the situation was not as it should have been and he was also very saddened by the death of a man who leaves a memory like his, to be able to write so many interesting and not light episodes, significant, that have left their mark.

          As I say: “A man who dies and leaves a child never dies” and the truth is that “He left signs “that are equivalent to children” and the memory of those “signs” and the positive effects of those signs, still today “remain in the history of luxury and let’s say photography” and I always liked this a lot about Monty!

          He would come up with the craziest ideas and sometimes I would say: “But I do another job! I don’t do that job!” and Monty would reply “Yes, but you’re smart!” “That’s where you’re wrong I’m not smart…. so I can’t” I would reply and he would say: “Ah Ah  Child!”

          Audrey: What will you miss most about him

          Stefano Ricci:The comparison ….. between his madness and mine!!! …. that was beautiful…. He would start talking … if you didn’t interrupt him, after 10 minutes he would continue for 10 days!

          So I interrupted him and said: “What would you think of this thing?” He replied: “I’ll tell you later, let me finish first”… and I said another 10 minutes,

          “Monty is a man…. who leaves a mark on your life”

          “He leftsignsthat are equivalent to his children and thememory of those signsand even today the positive effects of those signs remain in thehistory of Luxury.…. let’s say it and also of photography”…..and I always liked this a lot about Monty! …….”

          He would come to me with the craziest ideas and sometimes I would say: “but I do another job! I don’t do that job!” andMontywould reply “yes but you’re intelligent!” and I would reply “that’s where you’re wrong I’m not intelligent so I can’t” …..and he “ah ahBambino!!!!”.

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          04 Aug

          Posted at 14:23hinfriends,interviews

          Monty’s life in the Formula One

          Stefano Domenicali memories about Monty

          Excerpt from the Interview made in London on F1 Headquarters

          Audrey Tritto: How did you meet Monty?

          Stefano Domenicali:Well, I was really a child…you know he was used to calling….“Ciao Bambino!!!You could see everyone that he gave you an incredible boost….. I met him when I was inImola, whenI was growing up, since I was born there, whenI was a boywho attended the scientific high school,I collaboratedwith the circuit when there were races and I went to help the organizers in the paddock and I remember that I met him,I was 14 years oldso I was little,I was really a child,and soI met Monty when together with BernieEcclestone they were in the paddock.

          Obviously I remember his important, imposing presence, and with this characteristic of his always ……..extraordinary and full of energy, with a positive impetus that every time he came to the paddock you could feel …..even from far away, because he was a person with this disruptive personality and so I remember him, when I was little and I asked who that person was what he does … what he doesn’t do …. and so be …. and from there I have to say that we became friends because we grew up in parallel.

          I grew up in the world of Formula 1, first in Ferrari, and from there obviously the fact that Monty frequented Formula 1 in the friendship with Bernie and in the professional relationship that Monty then had with F1 and with many teams and with many commercial partners, and then after I maintained my relationship with Monty …. even when I left the world of Formula 1, when I went to Lamborghini, because when I was in Lamborghini we developed projects together and so we were close until the end.

          Monty has traveled a path that has been close to mine, we have crossed paths many times and I must say he has always been, as I said before, an extraordinary person full of energy that is difficult to find in other people.

          Audrey: What was the thing that struck you about him?

          Stefano Domenicali: His confidence in exposing things and so this has always struck me, his ability to immortalize even with a small camera, before there were cell phones, the moments that remain in history, in our case of sports because he was always present and then the other thing that was really impressive was that he really knew everyone … everyone … from people between virgo VIPs to people they call normal so this ability of his to talk … from super characters to normal people like I was at the time when we met … … It has always been something that struck me.

          Audrey: what will you miss about him?:

          Stefano Domenicali:Well… it’s clear… his drive, his energy, his creativity to always find new forms of project involvement… of planning is something that has always characterized him in his different roles but… it’s clear that his creativity… is something that remains as a characteristic, that always makes you think that there is always the possibility of doing something else, something better, new, different even if you can deal with sports, clothing, fashion or luxury products.

          We will certainly miss this, but I am a person who, being positive by nature, always tries to find and bring home the positive message and therefore of course… we miss him as a person, but we must not miss what he did to look forward in an always positive way.

          His smile hidden by his moustache and his long hair and must remain with us, so I am convinced that this will happen.

          Audrey: Monty was always with the camera

          Stefano Domenicali:Yes yes I remember I remember that even in the last years I was in Lamborghini before returning to Formula 1 and we evaluated after the projects, he always had a camera, for this reason during this period I spoke of a small camera in his pocket that he always took out. Evidently for him those were moments that had to be remembered, because I am convinced that you will have found extraordinary images that characterize the history and the times in which he lived by always being present. Photography remains the memory of moments that characterized his path and the path of the people who were close to him.

          Audrey: Reading the history of F1 I read that F1 in the past had been owned by Bambino Holdings of the Ecclestone family. Is there a connection with the fact that Monty called everyone Bambino?

          Stefano Domenicali:Knowing a little about Monty’s history, I have to say that he was also the person who facilitated the meeting between Bernie and Slavica and certainly his way of being, of always greeting with “Bambino!” has remained in the minds of many… so I can think that Bernie also used the name Bambino… because evidently also in the life of those who have done Formula 1 Monty has been very important… for me his “Ciao Bambino!” was a form of respect… I have always seen it that way.

          Audrey: What kind of person was Monty?

          Stefano Domenicali:… I saw him in the motor world, I saw him in the fashion world, I saw him in the luxury world when he was creative director of Richemont…. but anyway, beyond everything… I always saw “Monty” in quotation marks…. always the same… in the sense that he was no different depending on where he went…. I always found a person who could be, with me when I was a “kid” and I was a very normal person and with me now that I represent another type of role, and with the greatest people in the entertainment world, I have always found him to be the same person and so for me this is a great value.

          In life, one must be proud of being equal with everyone, beyond the role, the rank, the age: in short, a form of respect that makes you grow in relationships with the people who are close to you.

          We had two important projects with Lamborghini where we were collaborative where he had the idea of ​​doing something special together and then I have to say that beyond all the projects related to his photographic books where he explained and narrated the story of unique and extraordinary characters, with very important collaborations, well this is there for all to see.

          This is the synthesis of what… he managed to create and so I have to say this remains.

          The physicality of a book goes beyond the ease of use of a digital product, a photo printed in a quality context is a work of art and on this he… I believe… was one of the first to understand its value and to propose products that… are still in the right places today… and this shows that… he had evidently understood where one needs to be.

          Audrey: What was his greatest gift?

          Stefano Domenicali:Monty’s ability has always been to create a special relationship with all the people who were with him, evidently he had this quality: to ignite, on the one hand, interest, because otherwise you don’t create a relationship with a person, but on the other hand to keep this interest alive. He was able to create relationships with people who made history, in this case of sports, and he was able to prepare, have and spread images that left their mark… that left the memory of these people who then grew up with him because then later, over time he too, I remember some moments with Sylvester Stallone when he came to the races in Monza or in other places, where there was Sylvester Stallone there was him, and you couldn’t see him if he wasn’t there.

          Audrey: Were you there when the photo was taken with Stallone and Schumacher and Monty?

          Stefano Domenicali:I was there…. of course… I remember it…. the photo of Stallone with Schumacher in the Ferrari box…… I remember it…. I was on the other side of the camera because in those years, during the Schumacher period, Monty accompanied Sylvester Stallone and so I remember that he organized the meeting in the box….. but anyway….. nothing to say about that!!!!!! He was always one step ahead!….. and Monty activated this contact.

          Audrey: If Monty were here, what would you say to him?

          Stefano Domenicali: …. we will continue to discuss the projects that we had on the table and that life has decided to end…. right now we are discussing other projects that can remember Monty because what he did we want to celebrate, at the right time….. so we are discussing this….

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          04 Aug

          Posted at 14:22hinbrands,friends

          I Will miss Monty Shadow a great bear-like man with a booming voice, glossy black ringlets, and glamorous…

          I WillmissMonty Shadow, agreat bear-like manwith abooming voice, glossy black ringlets, and glamorous girlfriend, Audrey……… Covid has robbed theworld of watchesand thewider universe of luxury goodsof one of its moreexotic inhabitants.

          Montymoved inmysterious wayssome said he had been aYugoslavian basketballstar, others described him as a Montenegrin socialite. He certainly worked as aphotographer(Shadow’s Shady Ladieswas one of his books), but by the time I met him about25years ago he was afabulously unconventional colossuson theluxury goodsscene.

          Movements of Maverick

          Exuberant and colourful, Monty Shadow introduced Sylvester Stallone to Panerai and helped create one of the 21stcentury’s most successful watch brands.

          By Nicholas Foulkes

          Article Published on Vanity Fair On Time May 2022 – UK

          The watch world of the1990’swas a more freewheeling place than it is today, but even by the standards of the timeMonty was a maverick. He worked completelyoutsidethe executive structure for which he had a scarcely concealed disdain.Emínence griseis an insufficiently colourful term to describe what he did; his friend and colleague for many yearsRichemontbossJohann Rupertprefers the term“truffle dog”. One of the biggest truffle  he ever unearthedwas Panerai, and part of that discovery was one of the most enduring movie-star/watch relationships in the  history of horology.

          According toPaneraionline research authority Perezscope, it began ın1995ın characteristically flamboyant fashion when Monty “arrived at the premıses ofOfficine Panerai SpAın the outskırts ofFlorencein a whiteBentley Contınental convertibleand proposed to the management a plan to promote Panerai watches with top-tier celebrities.”

          Monty had introducedSly Stalloneto thebrand; hence Panerai’s appareance in the film Daylight and the makıng of the nowfamous Sly Tech models. Subsequently the brand became something of a totem amongst1990’s Hollywood hard men, withArnold Schwarzeneggeralso wearıng one.

          But more germane to the future of Panerai wereMonty’s contacts beyond the Hollywoodcommunity. One dayJohann  Rupertsaw aSly Tech on the wrist of South African entrepreneurRob Hersov and asked what it was. “Rob saıd it was a Panerai,” says Rupert. “I gave him myCartier Tank Française.I said, “Take that you wear that, I want to wear this.” I went home and the kids asked wath it was  and were all inquisitive.

          Later that evening,Rupertwent for dinner atLa Famiglia. On the next  wasGianluca Vialli– a  sophisticated iItalian who was playing forChelsea.He asked to see the watch. “He took it, he went, ‘Ah  bello, bello… Can buy it?” SaysRupert. “I said no, so he asked where he could get one. And l said “I’Il let you know.”

          The next dayRob Hersovwent to Rupert’s office and retumed the watch. “I said to Rob, “Here’s your watch.I want to buy it!

          Rob said, “You can have it. I can get another one from Monty” .Not the watch, clarifiedRupert – he wanted to buy the company.

          “So, I take it to what was in those daysVendôme [precursor to Richemont],” saysRupert. Incredible though it may seem today, the board was not interested, although eventually they saw sense. “The worst thing was that the chairman wrote me a letter to tell me my taste was unsophisticated.”

          At the next board meeting,“ I asked them to formally say tlıey didn’t want it, because I could never be in Competition with a public company that mid my salary. ThenFranco Colognisaid he would go halves with me; as hewas Italian and cultured, nobody dared accuse him of having unsophisticated taste.I senta colleague to go withMontyandwe bought the company for €1 million.Monty was the onewho found it,MontygaveRobone, Rob wore it, I saw it,and the rest is the story of one of the most successful watch brands of the 21stcentury “saysRupert. “I absolutely  loved Monty,”remembers Rupert of his late friend and colleague.“Monty was the truffle dog who found Panerai.”

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