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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Behind the Scenes: 2011 Fall Catalog Shoot

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:

Sign-up to get your copy of our catalog or shop our new Fall Collection.

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