In over half a century, the Osborne bull has undergone an important transformation: from an image with an advertising function representing a brand of wine and food to a symbolic icon of an entire nation.
For Spanish people the unmistakable silhouette of the Osborne bull is so deeply rooted in their minds, it has become a vernacular object in photography.
In fact, it has also been widely used in art and cinema, due to its widespread recognisability and the powerful image it evokes.
In BullScapes, Montagna photographs the big Osborne bull signs in a complex and articulate way. The subject opens a dialogue with the surrounding areas and becomes a means to describe the landscape.
There are over eighty Osborne bulls in Spain, which have been geo-localised on the map the photographer used to carry out his project.
The project BullScapes focuses on the relationship between one of Spain’s most
iconic symbols, located in specic sites, and its contemporary landscape, creating unpredictable new stories and dimensions.
The artist has chosen to print in a large format and has taken the photographs with a large print camera. This choice allows a more detailed analysis of the images of these signs.