January 4, 2012

Behind the Scenes: 2012 Spring Catalog Shoot

With our Spring Catalog arriving in your mailboxes in a few days, we thought it was time to give you a sneak peek at what’s to come with this behind-the-scenes look at one of our Spring Catalog photo shoots.

It all starts with a unique space, and we’ve been fortunate enough to find our fair share of them. FLOR shoots all our catalog photography in real homes, often-times going so far as to use the homeowners as our models. Autheticity is at the forefront of our photography, and a quick tour of some of this home’s items will give you a sense of why we found it so intriguing.

This wall began with a single antique photo, which led to another, and so on, until it was draped with pictures dating back to the late 1800′s.

This next item is one of many interesting paintings found throughout the home. Mostly of people or faces, the paintings gave the feeling that there were a few extra residents living there and added life to the space.

This unique lamp embedded itself perfectly into its surroundings.

Upstairs was an intimate loft that, combined with a small skylight bringing natural light to the space, provided the perfect setting for this shot. This space has also been featured in Chicago Home & Garden magazine, the Chicago Spaces Inspiring Interiors book and the UK edition of Elle Decor.

And here is our team hard at work making sure we get the best shots for our pages, which often involves some debate and on-site tweaking to get it just right.

Final Catalog shot:

When we stumble upon an amazing home like this one, we find ourselves shooting more than just one shot in the home.  On this day, we ended up shooting five catalog shots. It may not seem like a lot, but believe it or not, five shots will fill up our team’s entire day.

The four other shots that took place in this home:

Style: Heirloom

Style: Look Both Ways

Style: Roadside Attraction

A patchwork rug of the following styles: Rake Me Over, Feelin Groovy and Toy Poodle

Here’s a sneak peek at a few of the additions we have coming to the FLOR line this Spring, that we’re super excited about.

Style: Hey Jack

Style: Mod Cow

To see more behind the scene posts like this one click here and here.

Be sure to stop and see the full spring line at FLOR.com on January 17th!

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34 Responses to “Behind the Scenes: 2012 Spring Catalog Shoot”

  1. Cindy Says:
    January 4th, 2012 at 12:04 pm

    Pleas stop! You’re killing me! Every time you add a new style I want it!!! The new styles are wonderful – I especially love the Jack and the Heirloom.
    So many rugs, so little floor….

  2. Kris @pollinsofnapa Says:
    January 4th, 2012 at 2:20 pm

    Luv, luv, luv the new styles. Really digging the one in the bedroom and the bathroom. Nice!

  3. Monica Says:
    January 4th, 2012 at 2:35 pm

    Stop the presses! FLOR design team, you must come to our fabulous studio (really good bones) and already one gorgeous FLOR rug and create your magic for public consumption. Let m know where to apply and where to send pictures of our space (20+ foot ceilings, exposed beams, huge windows, hardwood floors, crank elevator and in Chicago!!!)


  4. Adrienne Brown Says:
    January 4th, 2012 at 5:24 pm

    I like the new Heirloom style Flor squares very much. My home is similar eclectic and modern wonderland of finds, and I like how your contemporary textures complement it all.

  5. Jonn M. Nuter Says:
    January 4th, 2012 at 6:05 pm

    Can’t wait till it comes out!

  6. Lee Says:
    January 4th, 2012 at 6:29 pm

    LOVE the behind the scenes narrative-so much fun and new designs are fab. I am with Monica’s idea too-we have a 1964 MCModern house oozing with authenticity-floating fireplaces, etc. the only major changes include 75% floors are FLOR (over cork and hardwood) and paint-…tell us where to submit and we will! You are on to something here. Greensboro NC would love a chance.

  7. Nancy Says:
    January 4th, 2012 at 7:06 pm

    Great new styles – loving Heirloom and Roadside Attraction (looks so cozy!) I am obviously going to have to start putting Flor tiles on the walls…which is not such a bad idea, come to think of it. :-)

  8. Lilia Peji Says:
    January 4th, 2012 at 10:23 pm

    Congratulations to your team! Every time I get a catalog I can’t wait to see what’s new and how you present it. Your catalog is beautifully put together every time. I can’t say enough about your product. I have been using it at home, in our office and noumerous projects for a log time and it always looks fabulous. Thank you!

  9. shelterrific » Blog Archive » catalogs we love: behind the scenes peek at flor Says:
    January 5th, 2012 at 8:00 am

    [...] behind the brand have answered our prayers and are revealing some how-tos behind their gorgeous spring 2012 catalog. What’s lovely to learn as that the shoots are done in real homes, and the amazing personal [...]

  10. Deanna SEGUIN Says:
    January 5th, 2012 at 8:34 am

    WOW!!!! I agree with Cindy…” so many rugs, so little floors” Beautifully put!!! I think that every time i look at the flor website. They colours paterns and styles are gorgeous. I built a new house 7 yrs ago, with three little boys and a dog i vowed my entire house would be hardwood and tile, and it is!!! The beauty of FLor is i can have beautiful area rugs or wall to wall carpet and if a stain or problem occurs with the carpet i can just remove a tile and replace!!! Bravo Flor…moms around the world will be singing your praises!!!

  11. clever tomato Says:
    January 5th, 2012 at 8:50 am

    love the backdrop wall of photographs- adds life to the space. can’t wait to receive your new catalog!

  12. » patchwork Says:
    January 5th, 2012 at 8:57 am

    [...] Check out the patchwork floor by FLOR. [...]

  13. Rosemary Says:
    January 14th, 2012 at 12:00 pm

    Good blogging!

  14. Christie Chase Says:
    January 20th, 2012 at 3:41 pm

    Love your new catalog. I was wondering if you could provide any information about the Chesterfield-like leather sofa in the room with the photo collage wall.

    Thanks you,

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  16. James B Says:
    January 24th, 2012 at 3:16 pm

    Love the new catalog. I am especially in love with the chairs on page SP-06, the MOD ZEBRA II page. Can you provide any information on these chairs (Designer, etc.)? Many Thanks!!

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    Yes, I too would love to know if the leather sofa in the shot with the photo wall is new or vintage?

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