The aim of this photograph was to advertise a new shopping mall while it was still under construction as well as to comunicate that it opens soon. On the background of the picture you can see the actual building site of this shopping mall. In the front the girls are wearing cloths from the future shops of the shopping mall.
Adam Balcerek was born and raised in Poznan (Poland). He moved to Germany, where he was studying architecture at the Faculty of Architecture at the Brandenburg University of Technology in Cottbus. After graduating he moved to Warsaw in Poland, where he started to work as an architect. At the same time he started extramural studies at the Warsaw Academy of Photography. After 4 years of working in the one of the most known architectural offices in Europe and doing his first steps in fashion photography, he realized that the photography is what he lives for. He quit his job as an architect and he moved to Paris, where he spent many months and working as a photographic assistant in Le Rouchon and Pin Up Studio. Among the others he worked with: Patric Shaw, Craig McDean, Sofia Sanchez & Mauro Mongiello, Felix Lammers...). After this experience he came back to Warsaw where he works till now as a fashion and advertising photographer.