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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Achieve the Look

Do you find yourself wondering where FLOR gets some of  the cool furniture and props seen in the catalog? Well, you're not alone. People seem to love the 'FLOR style" and want to know how to bring that aesthetic into their own homes. The tricky part is, we shoot nearly all of our photography in real people's homes, which means we don’t always have access to knowing where they’ve acquired all of the beautiful fixtures that adorn their space. While we may not be able to tell you all the items, we can share a few of them. During the Spring 2010 catalog shoot one of our prop stylist was given the task of tracking down some of the homeowners possessions along with recording any props that were used on set. This is what she was able to track down for us…… oodles-of-poodles Furniture Chairs: Eli Wyn custom chairs Fabric: Holland & Sherry Ottoman: custom Alvivo upholstery Props Tea set: Eva Zeisel from Bloomingdale’s Take a Ribbing - Copper Furniture Chairs: Paolo Deganello Torso Armchair by Cassina Velvet Rope - Celery Furniture Couch : Custom by Densie Macey Designs Fabric : Great Plains Table (Brass round mirrored top) : Vintage French Bistro Table from Pavilion in Chicago Table ( Tree branch leg): antique Chair (Grey slipper): by A. Rudin Fabric: Great Plains Armchair ( Dot motif/wooden framed): Custom through Densie Macey Designs Fabric: Bergamo Modern Mix - Tan Furniture Bed: unknown End table: Vintage Japanese tansu chest, personal collection of homeowner – purchased at flea market in Tokyo, Japan Chair/Stool: 19th century Chinese chair purchased from Artemis, Hong Kong, China Hanging Lamp (from ceiling) : Jeremy Cole Table Lamp: Portaroma Artwork Photo (above the bed) : Contemporary Swedish Artist, Gunnel Wahlstrand, represented by www.andrehn-schiptjen Stockholm, Sweden Props Shoes/Box : Burberry from Nordstrom Dress (on bed) : Vintage from Store B in Chicago Grey Throw (on bed): Calvin Klein from Macy’s Walk the Line - Pebble Furniture Chaise lounge: Formations through Holly Hunt Inc. Curtains: Fabrication of drapes thru Zirlin Interiors of Chicago Fabric: Nancy Corzine All photos provided by

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