ABOUT
EST. 2020
Established in 2020 and based in East London, a small business venture grew from the year time stopped.
The Coronavirus pandemic taught us to realise our opportunities and turn our interests into something beneficial.
Since then, ChromaStill was formed, presenting the best artworks from the collection of Reece Alexander.
The ChromaStill name derives from the words “Chroma” (intense colours), and “Still” (a reference to cinematic stills). Much like the works featured, they are a still image taken in time.
image archival
Recognising the importance of preservation begins with the handling of a negative or a photograph. Often, they are delicate and on the brink of total disrepair.
Various forms of photo-print material spanning across different cultural and political events, monarchies, and eras are archived, building towards a library of diverse works.
As this digital collection grows and individual works are restored to their former greatness, it is hoped that an audience can be reached with a newfound familiarity with history.
‘no’ to ai
One of the biggest challenges to face creatives in recent times is the emergence of AI systems. Although helpful to some artists, ChromaStill will never use it.
In order to achieve an accurate balance in colour grading, a great amount of time is taken to research and reference the contents of each photograph to recreate an authentic moment in time.
The meticulous application of each fine detail makes a finished artwork with smooth transitions and realistic contrast that is unachievable with artificial intelligence.