Interiors and window display photography for Prada White City
It was a pleasure to photograph the newest interiors and window display for Prada’s store in Westfield, White City.
As usual, the attention to detail (and super fast turnaround) is world class. The creative direction from HQ and the manner in which it becomes reality on the shop floor is something to behold.
Thanks so much to Ambré who was my main point of contact, as well as all the staff I met who were totally dedicated to the Prada brand. The pace is fairly astonishing - we had 30 minutes to shoot about 20 images (of which 12-14 final shots will be used), during which the finishing touches for the shop were still being tweaked. There was a 2 hour window afterwards to process the images (including removing reflections of other brands’ stores in the windows), create a PDF out of them (thanks Julie Schroer for doing this so efficiently while I was editing), make extra tweaks based on feedback from Prada, then create a final updated PDF.
As with all interiors imagery, there are many technical factors to keep on top of, as well as producing compositionally pleasing images. Colours and contrast levels must feel engaging as well as accurate. There are plenty of tweaks involved in post processing to allow the camera’s own version of reality to align with how the human eye sees the space. For example, my Sony A1 has a very wide dynamic range, but there is no camera in the world that can capture what the brain perceives. So we use all sorts of techniques to present the space on a level that feels accurate as well as keeping technical accuracy in mind. Doing this in such a short space of time is of course both exhilarating and demanding, but somehow we manage to do it. Thanks again to the team at Prada!
