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Photo production for Karimoku New Standard Catalogue 2018

These photos were shot in a transformed factory building in Shinjuku, Tokyo by photographer Gottingham. The concept was to playfully unmask the difference between the seemingly perfect, shiny interiors of catalogues and magazines and the reality of actual homes.  To achieve this goal the shoot created both a subjective and objective photo set of each setting by changing the lens, lighting and perspective. For the objective photos, each setting was first perfectly styled and shot on a tripod from a low angle, long focal length and with coordinated lighting. For the subjective photos, the same scene was then shot by hand camera with a ring-flash and wide angle from short distance. Both kinds of photos were then juxtaposed in the catalogue.
This project involved location hunting, photo concept, selection and direction of the photographer, styling and supervision of the shooting and postproduction.