I have had the pleasure of working with Lumens Light and Living, a fantastic lighting and home decor resource, for the past several months. I have been designing and staging the sets to display featured light fixtures, and in this case, ceiling fans in ads for Elle Decor and Dwell magazines. This latest ad is in the July, August 2011 issue of Elle Decor!
The process for designing the ads is similar to designing a room, but there are some very important differences. I do come up with a design concept based on "imaginary" clients. The client is based on a demographic that is interested in great contemporary design and wants it for their own home. They aren't afraid to "mix it up" and get creative.
I do use items that are available from the online furniture, area rugs, and decor that are offered on the Lumens website. The vendors and brands being offered by Lumens is expanding every day and include favorites like Tom Dixon, Dwell Studio, Kartell, Blu Dot, Artek, Moooi, Missoni and Thomas Paul. This is a sampling of brands in the Furnishings Home Decor section of the website and does not even scratch the surface! Lighting is a whole other category and includes pieces by designers like Mary McDonald, Ralph Lauren, Tom Dixon, and Jonathan Adler. Truly, the list is just too long to attempt to capture here. I suggest taking a look over on the Lumens website. Click on "brands" to check it out.
So....I do have a lot to work with! After I come up with the concept, I meet with the amazing group at Lumens to make sure we can procure all of the items we would like to use within our time frame. We are working on a project schedule that includes building the set, or "room" if you will. It may include floors, walls and ceilings, but not always. In this set, it did include all three. Next we need to schedule the photo shoot and dress the set with furniture and accessories, and of course the light fixtures! Next, the Art Director does his magic composing the finished ad in time to meet the magazine issues' deadline.
I am lucky to be working with the amazing crew at Lumens, and look forward every month to hunting for the ads in Elle Decor and Dwell!
Right now, I am right in the middle of the process for some new ads that will be coming out in October! Stay tuned....