We hope you have been enjoying the features we have shared from the Loom workshops and the wonderful things being shared there. The first two features were couple shoots – one sexy, one touching, and both very natural. For this feature we are sharing how Loom’s natural, organic voice can be applied to lifestyle shoots, and be equally as compelling.

From the stylists:
For our group branding shoot at Loom, we created an inspirational lifestyle shoot for Hawkins New York. The products of this contemporary lifestyle brand bring a touch of luxury to every home, and we wanted to convey this in our shoot design. Creating a detailed backstory and narrative of the scene helped us curate and direct the shoot on a much deeper level. We wanted every move, action, and shot to make sense within the story. This wasn’t just about styling pretty images of a table setting or creating a series of gorgeous product shots; our intention was to curate a shoot in which every frame and every image is relatable and real. We wanted to share the life and personality of the subject, and make it obvious there’s a bigger narrative at play.

Our story revolves around an aesthetically-minded young woman living in New York who loves to host gatherings for her friends and family in her downtown loft. The scene unfolding at the table takes place on a Sunday afternoon. She’s just returned from the farmers market and starts to set the table for her late Sunday brunch with friends. On her way home, she’d picked up some blossoming branches that she now arranges loosely into some simple vessels scattered across the table. Pretty, but not too perfect. She starts setting the table with tableware and pours herself a glass of rosé while getting into the mood for the gathering. This is where we find her — the table in the midst of being set, with thoughtful details that feel inviting. It leaves us wanting more, curious as to who this woman is.  The unfinished look of the table and our subject’s movements breathed life into these still scenes and captured our vision perfectly.

Photography Lauren Kurc taken at Loom Curated | Stylists Nord & MaeStudio BicyclettePriscilla Chan,  PCMedina| Venue U. West | Linens La Tavola

Don’t forget that the new course from
If I Made and Ginny Au
Loom: Lifestyle and Brand Curation! 
is on sale through midnight tonight!

 

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