Posted by FLOR | Filed under Musings
A couple months ago we were at a photo shoot for the recently-launched Spring catalog. Our designers had the rugs for the photo shoot laid out and a precise set of plans ready to execute. But after arriving and heading upstairs, they stumbled upon this amazing couch, and it completely changed their course.
They were so inspired by the couch they decided to create a plaid rug instead of the neutral one that was planned. They took the compelling geometric pattern from the couch and used it as inspiration to create this beautiful rug below. And as simple as that, this “Plaid” was born, a combination of Toy Poodle tiles (Black, Java and Persimmon) that is both inviting and a real design statement.
In our designer’s case, it was a plaid sofa, but accessories of all kinds can inspire a rug. Here we originally had a more neutral rug but when the styling was complete, it seemed only right to pull some color from the pillow and place it in the rug. This enhanced not only the rug but the whole room. FLOR’s sophisticated color palette can match or complement just about any of your existing décor.
So go ahead, look around the room, find that subtle tone or color in your favorite chair, now create a rug that will fit “just-so” lying next to it. Then share your story with us here – firstname.lastname@example.org.
If you would like help creating this rug, call 866-952-4093 for complimentary design assistance. We have design consultants on call who can help you customize your own version of Plaid. Or see it in person and work with a Store design consultant at one of our Store locations.
The new Fall FLOR catalog is in homes today. Here are some snapshots behind the scenes of this season’s catalog shoot.
Sometimes all it takes to create a totally unique look is a change of perspective. Here, our designers used three hues of House Pet and simply slid every other square off-center to create a brick pattern. The end result is dramatic yet really easy to achieve.
From a higher vantage point it becomes easier to see the shift. Download this rug map to create a brick pattern of your own.
Final catalog shot:
Our designers started with this cool configuration of the runner on the back cover featuring our new style, Reverb …
… but, the we love the final shot just as much. Both include ½-cut tiles to create a unique checkerboard or interlocking sort of design. Plus, the color combination is a knock-out.
Final catalog shot:
The bright green painting was the focal point of this room, so our designers chose to play off that piece to create this multi-colored patchwork rug in Toy Poodle. It serves as this season’s page 2-3 editorial feature, and helps to illustrate simple FLOR math: square + dot = rug.
… last-minute primping of the model before the final shot for the page 2-3 editorial spread.
Final catalog shot:
We just love the cool and serene blend of blues in this rug, which uses House Pet to add some texture and pizzazz to the room.
Final catalog shot:
To create the magic you see in the catalog each season truly takes a village. Our team does everything from producing the props (yummy baked cupcakes)…
… to critiquing each shot for composition and lighting, making sure it is just right…
… to entertaining the talent between takes (with kids, that can be a handful!).
Final Catalog Shots:
We were lucky to have plenty of adorable babies on hand (thanks to what some might call a “FLOR baby boom” last year) to serve as models for a recent nursery photo shoot here in our offices. Even though they may work at FLOR, these moms (and dads) are sold on the soft, practical ease of FLOR squares for their homes and their baby’s nursery.
While the office was a buzz cooing at our talent for the day, our design team went to work creating FLOR nursery look #1.
We love the wall decal our stylist chose. It was a cinch to apply and easily comes off without ruining the paint, so you can use, re-use or add to your decal design any time you want. We love the sleek, modern crib and the cool rocker (a vintage Eames Shell chair). The teddy bear is vintage and totally adorable.
Everyone had a great time … and we got through the entire day without a single meltdown (thankfully)!
We wanted to keep everybody happy, so there were lots of quick “snack breaks”. Our “model”, Miles, looks like he’s enjoying himself immensely.
Our design team used Toy Poodle to create a colorful patchwork design – perfect for boys or girls – with flexibility that can grow with your newborn into their toddler years, the tweens and beyond.
Toy Poodle is cushy and soft, which is an important consideration when choosing any kind of floorcovering for a baby’s room. You don’t want something hard or bristly on those tender knees!
We love the final look. It’s colorful, cozy, inviting and sophisticated enough to blend with the rest of your well-appointed home.
We created three other baby room designs that day. Here are the results from those:
Look #2: You probably wouldn’t think to put an Oriental rug in a baby’s nursery given what can happen. But, FLOR’s version of Oriental means you don’t have to worry about messes or ruining an heirloom. Shown here is Reoriented in pink.
Look #3: We went with Modern Mix in blue to create a serene room for Camden. It’s our version of a solid, updated.
Credits: All cribs, dressers and bedding supplied courtesy of eco-minded Argington. (We used a mix from their Sahara and Bam collections, both available in either ebony or white finish). Wall decal and mobile from Land of Nod. Eames rocker from Pegboard Modern. The teddy bears are vintage; the pink elephant comes from Soft Goods Design; and, the owl belongs to Miles.
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