House of Rohl: Artful Luxury Brand Storytelling
Household of Rohl believes that unique stories are what make everyday living fantastic. Paired with time-honoured craft, its portfolio incorporates luxurious ornamental kitchen area/bathroom merchandise curated from around the planet, allowing for you to convey to your possess story of a everyday living nicely-crafted.
In this interview, LBB speaks with innovative directors Jacquie Beaumont, Andrea Kapos and Marcus Jones who inform us about the great importance of brand name story, the creative insight driving Property of Rohl’s manufacturer movie and how they realized the challenging stability concerning scale and intimacy when shooting luxurious interiors.
LBB> Why is storytelling specifically crucial for luxury makes?
Jacquie> Storytelling will allow luxury brands like Property of Rohl to create a exclusive psychological relationship with their buyers, developing loyalty and have confidence in. For this temporary, the obstacle was to produce an aspirational narrative that resonated with goal audiences by inviting them into the luxurious design and style process.
LBB> How can manufacturer tale help produce brand id?
Andrea> Manufacturer story can assistance to define a brand’s core values, mission and intent – and in this case, also set up a special voice and individuality. We desired to commit audiences in the brand’s identity by telling the story of how interior designers develop easy and lavish lifestyles for their shoppers, with Dwelling of Rohl items seamlessly woven into the narrative.
LBB> How did you perform with Dwelling of Rohl to craft their model tale – what have been the extremely 1st measures?
Jacquie> Correct at the begin, Home of Rohl set us a problem: ‘What will make a definitely effortless way of living?’ The reply isn’t essentially the noticeable factors – like a personal butler or a gold-plated incredibly hot tub… rather it could be a collection of tiny day by day moments, from generating the great cup of coffee, to a lavish warm bath – daily points which give you permission to choose pause and truly feel at simplicity, no matter how active everyday living can be.
This was the perception behind our tactic – to inspire House of Rohl’s viewers to craft a relaxed and attractive home that satisfies their special wants and wishes, informed by the eyes of a designer who always puts way of living very first.
LBB> What stood out to you about the manufacturer and how did you pick out these attributes to spin into an engaging story?
Marcus> Our technique complemented Dwelling of Rohl’s present ‘Life Nicely Crafted’ brand messaging with a a lot more personalized strategy, taking a guiding-the-scenes glimpse at how professional designers leverage their craft and Household of Rohl products, to romanticise and glamorise every day encounters at property. We labored with recognized luxury inside structure duo Xander and Keon Noori, who have labored with House of Rohl on a selection of collections.
LBB> What ended up some of the trickiest components to get proper?
Jacquie> Naturally, locale was essential we selected a luxurious property in Shady Canyon, LA, which Xander and Keon had recently renovated, with intensive restoration do the job as properly as whole inside layout through. Most of the home furniture and furnishings have been bespoke Xander Noori layouts, with Residence of Rohl products featured extensively. We were being very fortunate that Xander and Keon have been extremely hands-on art directors on the shoot, individually making certain that interiors had been offered superbly.
When capturing luxurious interiors, the vital is to balance scale with intimacy majestic wide shots put together with texture and detail. The other important component is lighting the pure light in California has a magical golden high-quality, which can make anything search vibrant and alive. So we needed to use this to our complete advantage with the interiors, and shoot all exteriors at ‘golden hour’.
And finally – making certain the visuals replicate the brand’s id and values. For luxurious makes, this usually means the greatest doable output benefit with absolute awareness to element in each individual frame. For luxury bathroom and kitchen area goods, especially with chrome finishes – this suggests fastidious interest not only to reflections (of camera and lights) but also water droplets, mist, spray and finger-prints!
LBB> How does your experience and experience as a group come into play on these projects?
Marcus> We’re industry experts in performing with real persons – putting them at relieve on digital camera and making reliable narratives. We have a quite conversational style when conducting interviews, we never examine queries off a script or use pre-rehearsed answers. We like to get to know our contributors, so they feel a real link with us – and this always will come throughout on digicam.
Our household-model is to be collaborative – both equally with every single other as co-creators and also with forged, crew and consumers. We’re blessed sufficient to be remarkably professional in photographing beautiful interiors, and understand how to attain a premium aesthetic when shooting solution, nonetheless time consuming this may possibly from time to time be.
LBB> What information or strategies can you share on luxurious model storytelling?
Andrea> Luxurious manufacturers can often come to feel aloof or unattainable on the other hand, with the appropriate insight and storytelling, it is achievable to build an immersive encounter that can take the viewers on a journey to experience aspect of the brand’s story. Critical to this is authenticity – making legitimate connections that resonate emotionally with shared values and desires. Also being transparent and moral, while making a feeling of exclusivity.