“I don’t like the technology to get in the way of the creative process because it soon becomes a barrier. That’s why I’ve always liked QuarkXPress.”

In 1970 French photographer Michel Tcherevkoff decided to cross the Atlantic to settle in New York. Since then his fine art images have been exhibited worldwide, especially those for prestigious brands such as Lancôme or Boiron. Today, he tells us more about his longstanding relationship with QuarkXPress®.

Michel Tcherevkoff has always been at the forefront of photographic innovation. So it was a natural step for him to move into digitized images in 1982 before adopting his first version of QuarkXPress. “It seemed an obvious choice given our day-to-day work,” said Tcherevkoff. “While I’m first and foremost a photographer, I love being involved in the layout, and only I know how to crop an image for maximum effect. QuarkXPress is one of my essential tools.” This fine art photographer readily admits that he’s not into understanding the science behind the technology – and that’s what he likes so much about QuarkXPress. “I’m not interested in how it works. What matters to me is that it lets me do what I want to do, when I want to. I don’t like the technology to get in the way of the creative process because it soon becomes a barrier. That’s why I’ve always liked QuarkXPress; it’s intuitive, ergonomic, transparent and instinctive to use.  It’s an essential tool for me and I can’t imagine working without it.”

Tcherevkoff’s his latest book Shoefleur, published by Welcome Books, typifies his involvement in the page design, transforming it from just a layout to a complete composition.  The book will be released in France in spring 2008, and the images have already won numerous awards worldwide.