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The Serra Effect, is a project conceived by Drago for the 36 Chambers book series. The title alludes to the impact of Ivory Serras gaze on the world. Among the icons immortalized by Serra are: Umberto Eco, Elisabeth Hurley, Tony Alva, Any Warhol, Tommy Guerrero, Tony Hawk, Aaron Rose, Mark Gonzales, Harold Hunter, James Taylor, Richard Serra, Jonas Mekas, Colin McKay, Phil Frost, Alanis Morrissette, Peter Gabriel, Davis Bowie and Moby, Stacey Peralta, Rodney Torres, Barry McGee, Tom Sachs, Robert Plants, Philip Glass, Wu Tang, Moorcheeba, Avril Lavigne, Lenny Kravitz, Hiroshima Survivor. Next to the portraits are still lives of crushed objects (Coca Cola, Sunkist, Country Club, Old English cans, Marlboro, Phillies, Double Happiness pockets). Thus creating a narrative between beauty and recyclable objects which are cast in a new light under Serras eye.
