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Diana World Tour is about to land in Milan!

Are you ready??! We are really bursting to start!

It’s almost time!
From the 12th to 30th of April, the Diana World Tour – a travelling event which set off from Hong Kong in 2008 – will land in Milan.
After sailing the oceans, crossing the skies and stopping over in Tokyo, Soul, Porto, Lisbon, Madrid, Barcelona, Berlin, Paris, Shanghai, Beijing, Guangzhou, New York City, Los Angeles, Riga, London, Sydney, Melbourne and Auckland, the exhibition will take place in Milan too.

The Diana World Tour presents:
_ A unique collection of cameras from the 1960s, the heydays of design, that Mr. Allan Dietrich has amassed over the years.
_ A collection of original Diana F+ cameras customized by leading Italian artists who have turned classic Diana F+ cameras into art masterpieces. Twenty Italian artists took part in the project, among which Agne Raceviciute, Lorenzo " Santy" Argenziano, Tank Boys, Diego Soprana, Studio Sovrappensiero, MATHERY and Cremonese (Edo)ardo.
_ The Diana Vignettes, a series of traditional Lomographic shots picturing the city of Milan seen though the eyes of the most devoted lomographers, selected by means of a rumble launched on our website.
_ Several workshops and events devoted to our beloved Diana F+ starting from the LGS in Via Mercato 3.

But let’s stop for a while and go back over the history of this wonderful camera, a real must-have for all analogue photography lovers…

The Myth of the Great Wall Plastic Factory
Like a true legend, the original Diana camera’s birth is shrouded in mystery and conjecture. The popular account reads as follows: Back in the early 1960s, a Kowloon Bay, Hong Kong, company called the Great Wall Plastics Factory created an extremely inexpensive and completely plastic compact camera. Called the “Diana,” this little beauty was constructed of a lightweight plastic body and a cheap plastic single-element lens. Only the shutter and a few necessary parts were crafted in metal. The original specs consisted of two shutter speeds, three aperture settings, and manual focusing from about 1m to infinity. It shot 16 4×4cm images per roll.

Death of the Dream
As the story goes – after years of production of the original Diana camera and its countless clones, production of the Diana camera came to a close in the mid-1970s. As 35mm lm and Instamatic cameras grew in popularity, the clumsy roll-film Dianas fell to the wayside. The camera would continue to be widely available for a few more years — often as a free novelty gift or a thrift-store regular — but its days were very much numbered. The march of progress had slain the humble Diana in its wake.

Rise from the Ashes
But like any superstar cut down in their prime, the Diana’s posthumous appeal skyrocketed. As a cult artistic tool of avant-garde and lomographers, it was a rousing success! We all loved its soft & dreamy images, super-saturated colours, unpredictable blurring, and random contrast. Often random images were the cornerstone of many an exhibit and portfolio. In short order, the Diana rose to prominence as one of the most treasured and sought-after cult analogue cameras from the late 70’s onward. As time goes on, the Diana camera is entering a bright future by holding Lomography’s hands as it transforms to the Lomography Diana+. And the stories go on…

Note down these special dates on your diary with an indelible pen and highlight them well. We have countless surprises in store, starting from the opening party on Tuesday 12th at 6 PM!

Don’t miss the Tram Party on Thursday 14th at 8 PM and the ‘PiccoNicco’ in Park Sempione on Saturday 16th at 12 o’clock!

The countdown has begun.

Check it out! Visit us at the Milan Lomography Gallery Store in via Mercato 3!

written by alessiab and translated by alessiab

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The original version of this article is written in: Italiano.