Long before a photoshoot takes place and the pretty images and shots appear on our website and social media channels, our creative and logistics teams are behind the scenes scouting locations and planning every last detail, down to the placement of throw pillows and flower vases.
We chose the desert landscape and glowy mountains of Ojai, California to serve as the backdrop of our latest editorial photoshoot—a perfect complement to the rich colors and materials of many of our new furniture pieces, and a welcome visual retreat from winter dreariness.
Have you ever wondered how an editorial photoshoot comes to life? Our founder, Anne, is here to answer a few questions about why we chose this location, and how our creative team styled the different settings and vignettes around this stunning California property.
Why did you choose this home for your project?
What’s not to love about this home? It was an easy choice. The open floor plan, the natural light, the outside area with views of the mountains. It was an amazing location where the color changed from one hour to the next, which allowed us to be creative in how and where we shot throughout the home and property.
Describe your top three favorite spaces in this home.
All of the outdoor spaces were gorgeous! The pool deck and outdoor patio were obviously created to entertain guests while soaking in the scenery that surrounds the property. I would also say the Pool House was really unique. The exterior is surrounded by rocks and it had an open floor plan that was incredibly cozy.
How did you blend IW and Favor together?
We layered Favor accessories in almost every shot. The two brands complement and enhance each other. We used throw blankets to add texture and all sorts of decor items like vases and pots to add color throughout the different vignettes.
A lot of vignettes seem to be centered around entertaining and spending time together (playing a game, lounging, eating). Tell me more about how those activities played a big part of the vision for the space.
A lot is made of shooting products in context or IRL. But it’s common for brands to take that approach without creating a sense of warmth. It’s important for us to show that our products are made to be used and lived in, whether it’s in a residential or commercial setting. Our pieces are aesthetically pleasing and certainly made to look nice in context, but they’re also practical and meant to be part of your life.
You didn't shy away from color in this project! Tell me more about the importance of color when designing interior spaces. Are we trending away from the minimal-color, Scandi look?
Bold hues and maximalist vibes are here to stay. It’s important to not just consider color, but to add the palette that makes the most sense for you and is one you can live with and inspires you on a daily basis.
“It’s important for us to show that our products are made to be used and lived in...they're meant to be a part of your life."
Why did you choose CA (or- Why did you choose Ojai) for this project?
We were striving for a look that we’ve never shot before. We’ve shot in the sun along the east coast, and done the NYC penthouse, but the mountains and colors of the west were something we hadn’t explored before. And the line we were shooting featured a lot of pieces with a lot of rich, almost desert-like hues, so the furniture lent itself to being shot in the west.
What was your favorite setup/vignette?
I actually have two favorites. I love the whimsical outdoor living room vignette. It captures the personality of our furniture in a different type of space that makes me smile. I also love the set-up of the living room and how everything seems to fit perfectly together.