Objective

Crate&Barrel has been shaping home culture for decades. Sublime locations and superb stying allow the catalogs to showcase comfortable, happy homes. Best-selling items will come and go, so each season the products must appear new. There are endless ways to photograph merchandise, but it should always look attractive and desirable. Period.

Execution

Most everyone lives in some kind of dwelling, with furniture, personal items and food. Channeling how we live with these social commonalities was always at the heart of the decision-making for both the design and art direction.

Photography took place in studios, and on location, indoors and out. Photo direction for home goods is a test of faith, patience, and strength — all at once. For one thing, furniture does not listen or respond well to direction. So when things don’t look as envisioned, that’s when you must get creative, and create numerous options. Careful photo editing was extremely important in order to land on the best options.