«OOADL - Flowers» is Jeremy Ayer's second book to be published under the title «Organs of a Divided Labour». A conceptual book reuniting 187 flower photographies.

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Successfully concluded on 29/2/2024

OOADL - Flowers

This new book project, «OOADL - Flowers», is the second book published under the umbrella title «Organs of a Divided Labour» and continues to imitate the catalogue imagery genre. This time, flowers available year-round from a Swiss-based flower shop were photographed – a total of 49 distinct varieties, adding up to 147 flowers – all pictured on a white background in a catalogue manner and put together into a book. The resulting publication offers an overview of the standardised and globalised cut flower industry, at first glance not too dissimilar from any other catalogue but layered throughout with intention and defiance—an image-based critic mimicking simultaneously commercial and artistic modes of creation.

Title: Organs of a Divided Labour - Flowers

Publisher: XXX

Format: 240 x 320 mm

Pages: 220

Images: 187 images, all color.

Text 1 (Foreward): Danaé Panchaud, Director at Centre de la photographie, Genève.

Text 2 (Essay): Violeta Burckhardt, Author, curator and landscape architect.

Cover: Softcover, only black color print.

Print: Offset, 4 colors, CMYK.

Book binding: Glued

Book edge text: Same as cover, black.

Paper: Profibulk 1.1 + matt coated, bright white, woodfree, volume 150 g/m2

Limited edition of: 600

  • Snapdragon - Darkroom print
    Snapdragon - Darkroom print
  • Strelitzia Leaf - Darkroom print
    Strelitzia Leaf - Darkroom print
  • Hortensia - Darkroom print
    Hortensia - Darkroom print


The work adopts a multi-layered documentary approach exploring both commercial and artistic modes of creation. With a touch of irony, the aesthetics of the so-called Becher school are applied like a protocol—characterised by elements such as serial imagery, comparative mechanisms, typologies, permutations, frontality, and a distanced point of view.

These elements collectively contribute to confer an observational and analytical point of view. Additionally, the work mimics the very widely-used white background of product photography and uses tools from the analogue era of advertising photography, such as large format cameras and dia film–this dual usage can be seen as both a homage to the medium or as an artistic resolution. These elements all blended, playfully question what might constitute a work of art.

  • Rose - Set A
    Rose - Set A
  • Buttercup - Set A
    Buttercup - Set A
  • Arum Lily - Set A
    Arum Lily - Set A
  • Phalaenopsis - Set A
    Phalaenopsis - Set A
  • Anemone - Set A
    Anemone - Set A
  • Freesia - Set B
    Freesia - Set B
  • Vetch - Set B
    Vetch - Set B
  • Chrysanthemum - Set B
    Chrysanthemum - Set B
  • Peruvian Lily - Set B
    Peruvian Lily - Set B
  • Poeny - Set B
    Poeny - Set B
  • Snapdragon - Instant film
    Snapdragon - Instant film
  • Dianthus - Instant film
    Dianthus - Instant film
  • Buttercup - Instant film
    Buttercup - Instant film


The book will be published by Matthew Phillips and Jeremy Ayer, and will mark the launch of their publishing house. Their focus will be on publishing works related to contemporary visual cultural practices. The publishing house name will be revealed with the book launch this summer 2024.

The total cost of producing the book is CHF 26,000 which englobes the photographic production and mainly the printing costs. Thanks to support from Pro Helvetia, the Volkart Stiftung, and the Erna und Curt Burgauer Stiftung, a portion of these costs has already been covered. Additionally, part of the photographic production costs has been financed by Pro Helvetia as part of one of its support programs for young talent.

However, expenses for artistic work, post-production, editing, texts, graphic design, and project management will not be compensated. As is typical with this type of book project, the financial support of many contributors is essential, as we, the publishers and author, are unable to cover these costs ourselves. If we want this book to be printed and become our first publication, we really need your support and sincerely thank you in advance! Your precious help will make a big difference to us.

  • The first milestone is to secure production costs for a print run of 600 copies, ensuring the book’s realization.
  • The second milestone will allow for an expansion of the print run to 800 copies.