Campaign: General Marketing Materials
Loungeworks is in the business of showcasing their ideas then helping their clients to bring those into fruition with the furniture rentals that they offer. Their showrooms become cascading displays of light and furniture to engulf potential clients in atmosphere. For us, the hyper-stylized feel of these spaces created an interesting dilemma in which we had to balance the environment being created while still highlighting the natural look of the individual furniture pieces.
The space itself was a further element of complexity because on top of each piece in it, the entire area can be rented.
Mixing became the name of the game. A mixture of sweeping wides and intimate closeups. A mixture of fully ambient and flash photography. It was an exercise in experimentation to find the best look and one that resulted in colourful visual cocktail.
Loungeworks is in the business of selling concepts. They create stunning showrooms to give their clients an idea of what their spaces could look like with the help of some rental furniture. The tricky part about capturing showrooms like these is that they use a variety of lighting sources to develop a very specific atmosphere. Without losing that aesthetic, we want to show the furniture in a way that’s appealing to any potential renters. What we’re left with is a give-and-take relationship that sees us mixing a cocktail with one part lighting and exposure infused with one part moody environment.