Behind the Scenes: FLOR’s 2011 Summer Catalog Photo Shoot

We receive numerous inquires about the photos in our catalog.  So many, in fact, that I decided to tag along for a day at our summer catalog photo shoot to see how these beautiful rooms and images are created.

First off, I have to confess that I had a blast.  I’m not sure if it’s because I feel like I’m getting exclusive information before anyone else or if it’s because being able to say, “I’m sorry, can I call you back?  I’m at a photo shoot” sounds so cool or if it’s because I get to see some of the most beautiful homes and peek around at jaw-dropping interior design.  Whatever it is, it was a great experience.

In case you haven’t already heard, unlike most companies, FLOR shoots all of its catalog photography in real people’s homes – not staged studios.  Our creative team will scout these spaces weeks in advance of the actual shoot date and meticulously plot out which  styles should go where.

The furniture and fixtures you see in each room all belong to the owner of that particular home.  We choose homes that have unique architectural elements such as intricate arches or angles, or large open spaces or vast windows.

The FLOR team does add a few styling elements like pillows, shoes …

Or,  accessories like a vase or a ceramic to add a bit of personality.

Once everything is set, the photographer snaps his lens and the FLOR team scrutinizes each photo on a computer to make sure the product and lighting are perfect.

It is a fascinating and meticulous process.  The day I was there, five new FLOR rug designs were scheduled to be shot.  You would think that one full day is plenty of time to take a few photos; but I quickly realized the amount of time, care and attention required to make these gorgeous images cannot (and should not) be rushed.

Because in the end, patience paid off .  The end result was used as one of  FLOR’s beautiful catalog covers – this one featuring Feelin’ Groovy in various hues of purple.

For more Behind the Scenes photos visit FLOR’s facebook page/photo album – Behind the Scenes


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FLOR Photo Shoot

It’s pretty much agreed that people love the images in the FLOR catalog. Sure the photos show how beautiful FLOR tiles can be; but what people don’t get to see is how those images come to life. The process is really pretty cool.

Recently, I tagged along on one of FLOR’s photo shoots to see how the magic happens. Even though I work here, I was amazed to discover just how many people it takes to produce those gorgeous pictures and all that’s involved in producing just one shot!

I invited our writer/photographer friend, Tate Gunnerson, to join me for a behind-the-scenes sneak peek of FLOR’s summer catalog photo shoot. He captured some really great moments during the shoot that give you a feel for what goes on “behind-the-scenes” of the FLOR catalog. Check out Tate’s photos from that day. And, for more on our “behind-the-scenes” experience, read Tate’s blog, Strange Closets. (If you’d like to receive a copy of FLOR’s summer catalog, to see the “after” shots – sign-up here.)

House Pet runner in kitchen - photo by T.G

House Pet runner in kitchen - photo by T.G


Prep before the photo - photo by T.G

Prep before the photo - photo by T.G

To see more photos click here