Studio & location, the Netherlands
Set design for Swiss Sense
For bedroom retailer Swiss Sense I created full set designs as a returning client: for the website, for brochures and for large-scale advertising. From €800 budget beds to €10,000 high-end beds — every target group called for its own atmosphere.
In short
For Swiss Sense, Grietje designed complete bedroom sets for campaigns over many years: from €800 budget beds to €10,000 high-end models. Every set was tailor-made per briefing for its target group, budget and season — in the photo studio or on location, such as a forest shoot with a floating model for a television commercial.
The brief
Every shoot started with a briefing: who is the target group, what is the budget, which mood should it have, in which season will it launch? Studio or location, models or not? Low-end, mid-end or high-end determined the entire design of the set.
The approach
Anything is possible in a photo studio, but the budget sets the means. With a small budget I worked with the studio's existing props; for a high-end bed, props were purchased especially and a location could be added. A highlight: a forest shoot in which a model appeared to float in mid-air, made for a television commercial for a new bed.
The result
A loyal returning client with campaigns for the website, brochures and a television commercial — each time a set that precisely matched the target group, the budget and the season.
Materials & colours
- Custom-built sets in the photo studio
- Props: existing studio stock or specially purchased
- Location work, including a forest shoot
- Styling with and without models
The full story
The briefing decides everything
Every shoot started with a briefing: who is the target group, what is the budget, which mood should it have, in which season will the campaign launch? Built in the studio or on location, models or no models? Only then did the design begin — never before.
From budget bed to high-end
Swiss Sense sold beds from €800 to €10,000, and that range shaped every set design. With a small budget I worked with the studio's existing props; for a high-end bed, props were bought especially and an expensive location could be added. Low-end, mid-end or high-end — every target group got its own world.
The forest shoot with the floating model
The highlight was a high-end shoot in a forest, in which a model appeared to float in mid-air. The images became a television commercial for a new bed — proof that a photo studio is never a limitation: with the right set design, any campaign can play anywhere.
"I never started with furniture, but with the question: who should fall in love with this bed? After that, the set almost built itself."
Frequently asked questions about this case
- What is set design for advertising photography?
- Set design is the complete design and build of a room for the camera: furniture, props, colours and mood, matched to the target group and budget. For Swiss Sense that ranged from budget beds to high-end models, in the studio and on location.
- How does the budget shape a set design?
- Directly. With a small budget you work smart with existing studio stock; with a larger budget, props can be purchased or a location hired. The craft is making a set that fits the target group at any budget.
- Can a shoot also happen outside the studio?
- Yes. For Swiss Sense, work included a forest shoot with a seemingly floating model — made for a television commercial. Location or studio is a design choice that follows the briefing.
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