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Business

UBS: Ways of Seeing

UBS Bank commissioned six Magnum photographers to shape the visual identity of its Ultra High Net Worth department and produce a project documenting the lifestyles of the global elite

Magnum Photographers

Olivia Arthur Martin Prieur at Domaine Prieur wine estate in Burgundy. Meursault, France. 2016. © Olivia Arthur | Magnum Photos

Alex Majoli The Ritz-carlton Hotel. Moscow, Russia. February, 2016. © Alex Majoli | Magnum Photos

Alec Soth San Francisco, USA. 2016. © Alec Soth | Magnum Photos

Alec Soth Hannah at The Vineyard. Los Angeles, USA. 2016. © Alec Soth | Magnum Photos

Alec Soth Hollywood Hills. Los Angeles, USA. 2016. © Alec Soth | Magnum Photos

Alec Soth Tailor at the Wingtip Club. San Francisco, USA. 2016. © Alec Soth | Magnum Photos

Olivia Arthur A worker checks the clarity of the wine at Domaine Prieur wine estate in Burgundy. Meursault, France. 2016. © Olivia Arthur | Magnum Photos

Alex Majoli Tsum department store. Moscow, Russia. February, 2016. © Alex Majoli | Magnum Photos

Alex Majoli Moscow city golf club. Moscow, Russia. February, 2016. © Alex Majoli | Magnum Photos

Paolo Pellegrin An aerial view of the city. Mexico City, Mexico. 2016. © Paolo Pellegrin | Magnum Photos

Paolo Pellegrin California, USA. 2016. © Paolo Pellegrin | Magnum Photos

Paolo Pellegrin Aerial view of the Bingham Copper Mine. Utah, USA. 2016. © Paolo Pellegrin | Magnum Photos

Gueorgui Pinkhassov A man is preparing Japanese traditional sweets in the modern Japanese tea room at Yakumo Saryo, Meguro-ku. Tokyo, Japan. 2016. © Gueorgui Pinkhassov | Magnum Photos

Gueorgui Pinkhassov Hakkasan, Bund 18 restaurant. Shanghai, China. 2016. © Gueorgui Pinkhassov | Magnum Photos

Gueorgui Pinkhassov Town God's Temple (Chenghuang Temple). Shanghai, China. 2016. © Gueorgui Pinkhassov | Magnum Photos

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UBS commissioned Magnum Photos to conceive and produce 60 pictures for the visual identity of its Ultra High Net Worth (UHNW) department. Six Magnum photographers were dispatched to 15 countries to document the lifestyles of the global elite and convey the concept of ‘Greatness’.

The resulting project, Ways of Seeing is a collaborative story that clearly articulates the distinct and individual visual styles of the photographers involved: Olivia Arthur, Alex Majoli, Paolo Pellegrin, Gueorgui Pinkhassov, Mark Power and Alec Soth. The photographers created images which depict a range of topics such as business, investment, and philanthropy, and included people, landscapes and scenes of daily life from around the world.