Massimo Vitali was born in Como, Italy, in 1944. He moved to London after high school, where he studied Photography at the London College of Printing. In the early Sixties he started working as a photojournalist, collaborating with many magazines and agencies in Italy and in Europe. His series of Italian beach panoramas began in the light of drastic political changes in Italy. Massimo started to observe his fellow countrymen very carefully. He depicted a “sanitized, complacent view of Italian normalities, at the same time revealing “the inner conditions and disturbances of normality: its cosmetic fakery, sexual innuendo, commodified leisure, deluded sense of affluence, and rigid conformism. In the past 12 years he has developed a new approach to portraying the world, illuminating the apotheosis of the Herd, expressing and commenting through the most intriguing, palpable forms of contemporary art- Photography. In 1995 he commenced the Beach Series.