How is a furniture collection photographed?

A new collection calls for its own setting: a full set built with volume, high-quality materials, special wallpaper and matching colours, in which every piece of furniture comes into its own.

What makes a high-end set different?

Budget and material choice. At Leo Lux the budgets were large, so every set could be built with premium materials, plenty of volume and its own colour world — instead of standard studio props.

Are the models styled as well?

Yes. There was a budget for the models' wardrobe and a large in-house clothing stock was available, so the styling of people and interior formed one whole.

Studio, the Netherlands

Annual collection shoot for Leo Lux

Leo Lux is a high-end furniture manufacturer that returned once a year: every new furniture line had to be photographed in a new setting. Generous budgets, so there was always room to make something beautiful.

In short

For high-end furniture manufacturer Leo Lux, Grietje designed the annual sets in which the new collection was photographed: voluminous settings with high-quality materials, special wallpapers and considered colours — including the styling of the models.

High-end furniture set with rich materials and warm colours, as built for a collection shoot

The brief

A completely new setting every year for the new collection — from armchairs to sofas. The sets needed volume and had to reinforce the quality of the furniture, with premium materials, beautiful wallpapers and well-considered colours.

The approach

The bigger the budget, the more is possible — and with this client that was always the case. Sets full of volume and high-end materials, plus a budget for the models' wardrobe; on top of that there was a large clothing stock that could always be used.

The result

An annually returning shoot for one of the strongest Dutch furniture brands — with sets that made each new collection stand out, year after year.

Materials & colours

Voluminous custom sets
Premium materials and wallpapers
Colour and material palette per collection
Wardrobe styling for models

The full story

A new collection every year, a new world

Leo Lux is a high-end furniture manufacturer that returned once a year: a new furniture line would launch and it had to be photographed in a new setting. From sofas to complete living settings — every collection got its own decor.

Large budgets, high-quality materials

A wonderful client, because the budgets were always large — and the more budget, the more beautiful you can make it. The sets always had plenty of volume: high-end materials, special wallpapers and considered colours.

Down to the models' wardrobe

The models' clothing was part of the design too. There was a budget for it, and on top of that we kept a large wardrobe stock that could always be used. That kept every frame coherent down to the detail.

"At Leo Lux the rule was: the more budget, the more beautiful you can make it — and the budget was there. You can tell in every centimetre of such a set."
— Grietje Schreuder

Frequently asked questions about this case

How is a furniture collection photographed?: A new collection calls for its own setting: a full set built with volume, high-quality materials, special wallpaper and matching colours, in which every piece of furniture comes into its own.
What makes a high-end set different?: Budget and material choice. At Leo Lux the budgets were large, so every set could be built with premium materials, plenty of volume and its own colour world — instead of standard studio props.
Are the models styled as well?: Yes. There was a budget for the models' wardrobe and a large in-house clothing stock was available, so the styling of people and interior formed one whole.