One of my favourite aspects of this assignment was how collaborative the process became. Instead of approving photographs on a computer at the end of the day, the design team remained present throughout the shoot.
Architects discussed proportions. Furniture designers adjusted details by only a few millimetres. Stylists quietly removed objects whenever something felt distracting. Every decision was surprisingly small. Collectively, those decisions shaped the final series.
Photography often appears to be the work of one individual, but projects like this remind me that the strongest images usually emerge from trust between many people.
One particular photograph almost didn’t happen.
Late on the second afternoon, sunlight reflected from a neighbouring building and briefly illuminated one side of the studio with an unexpected warm glow. It lasted less than five minutes. The reflection created soft highlights across a handcrafted oak dining table that had otherwise appeared visually flat throughout the day.
There wasn’t enough time to rearrange anything. We photographed exactly what was already there. That image eventually became the opening spread of the campaign and later appeared across Atelier Form’s printed catalogue, website and social media launch. Sometimes the most memorable photographs are the ones you never planned to make.
The project concluded after three days, but the photographs continued to find new audiences. Several images appeared in Scandinavian design publications during the following months, while others became part of Atelier Form’s exhibition at Copenhagen Design Week. Seeing the work displayed outside its original context was incredibly rewarding.
Good photography should remain useful long after the assignment has ended.
Whether it’s printed on a gallery wall, published in a magazine or quietly living on a company’s website, the image should still communicate the same feeling years later.