If you are fortunate enough to live in New York City, you are surrounded by many different forms of art.  The tremendous variety within this city's environment will amaze you.  When you walk down the streets of Manhattan, there are a host of imagery – all kinds, on billboards, posters, magazines, and on moving vehicles.  Nowadays, many people see, but are not really conscious of these visual impressions.  We are accustomed to looking at most imagery primarily for the information they impart.  We comprehend what the message is but rarely have any any concept of the design.  When the average person thinks of art they envision art in the traditional context of gallery or museum.       


Daniel Siboni

Today, art has moved out of its boundary of walls and into the urban communities.  “The art is in the street now”, said Siboni, who takes his camera to the streets to shoot the world around him.  Siboni, also says he shoots most of his photos with the perspective of a small child who is curiously always looking up at its subjects.  He often photographs what he sees and transforms the images into monumental grandeur.  “I walk in major cities, I shoot its streets, sidewalks, walls, stores, windows, billboards, and magazines covers – anything that captures exactly our time – this moment”, said Siboni.  See more of his works; ICON BY DS,

Since the early 1900s, there have been many artists, too numerous to mention, who have utilized the open roadsides as a visible place for exhibition of their poster art.  Some have made names for themselves. The most notable artist during the19th-century, was Henri de Toulouse-Lautrec, a Parisian artist who became famous for his poster art. Like Danel Siboni, he used art as a vehicle to promote exciting, elegant and provocative images of his time.   


Elegant and Provocative

Posters and billboards have to capture an audience. Each photo must have a distinctive impact on its viewer. It needs to grab the attention of the audience walking or driving by alluring them into the photo scene. Otherwise, without this effect it will be just another typical oversized picture. 

You can see why Siboni is successful coming from his eminent background in fashion and street photography.  He was born in Morocco.  He grew up in one of Paris' most artistic regions, “Place de la Victoire” (the victory place).  This area attracts artists from all over the world.  His passion for photography began at a young age while watching his grandfather work in his studio.

Profile Picture.jpg

Art is for every person

When he was at the age of 24, he had a love for design.  He enrolled in the École des Beaux Arts (School of Fine Arts) in Paris where he studied interior architecture.  While in his studies he was recruited to work for a private architectural firm where he developed interior design concepts for some of Paris' most famous restaurants and private homes.  After working ten years with the firm, Siboni decided to launch his own restaurant bar concept, the Zinc Bar, located in the fashionable, most populated districts of Paris.  The restaurant-bar attracted a fashion crowd.  Most top models, magazine fashion editors, and fashion designers frequented  this place. He, also featured his own photography, there.  After a couple of years Siboni returned to his first love, photography.  He started his own photography studio and gallery, “101” in the area he was raised, “Place de la Victoire” in Paris.  It also became an exhibition and event space for launching new product lines for designers Chanel and Dior.  The gallery itself be came an integral part of his work.

In 2006, Siboni came to America with his wife and two children.  They settled in Los Angeles where he

pursued his passion for art .  “Art is for every person”, says Siboni.  Being innovated and talented he designed and opened a spacious, New York style loft with a French deco combination.  “Innerspace LA” is located in the heart of the Fashion District in Downtown Los Angeles.

Today, Siboni's works are seen in New York, Los Angeles, Las Vegas, and Miami.  Who would have known this French fashion photographer would become so popular for his “street of the art” photography.  He creates his own work of art shooting his urban lifestyle. The next time you're in New York City – may be you're standing at a bus stop or just walking, look up and you may recognize his larger-than-life photography scenes.  They're the scenes that capture the moment.

Siboni supports global causes by giving ten percent of the profits to a collection of charitable organizations responsible for fighting hunger, homelessness, global initiatives, education and health.

Oswal Martin Marsant

Wall image singer1.jpg

Capture the Moment