Photographing the New Cartier Area
I was recently back at Westfield Stratford photographing The Watches of Switzerland showroom, one of my longest-standing clients.
The main purpose of the shoot was to photograph the store’s new Cartier area, although we also took the opportunity to update a number of other photographs throughout the showroom.
The new Cartier section is a stunning addition to the store and fits perfectly within the wider showroom environment.
Retail Photography Starts Long Before the Camera Comes Out
One thing people often don’t see with retail photography is the amount of planning that takes place before a photograph is taken.
Photographing inside a major shopping centre such as Westfield Stratford requires permits, insurance certificates and detailed paperwork. Depending on the location, this can include job specifications, Risk Assessments and Method Statements.
For a shoot like this, £10 million Public Liability Insurance is the minimum requirement before permission is granted to work inside the centre.
There are also strict rules regarding equipment, particularly when tripods are being used in public areas.
Retail Isn’t Struggling Everywhere
Retail has had its challenges over the years, but anyone convinced that physical retail is disappearing should spend a morning at Westfield Stratford.
Even before many stores have fully opened, the centre is already busy and by the time most shoppers arrive, the place is packed.
For brands investing heavily in premium retail environments, stores remain an important part of the customer experience, particularly in sectors such as luxury watches and jewellery where customers want to see products in person.
Working Before the Doors Open
One of the biggest challenges with retail photography is timing.
Most of these shoots need to be completed before the shopping centre opens to the public. That means early starts, careful planning and making the most of a relatively small window of time.
The team at Watches of Switzerland were excellent throughout the shoot. Having knowledgeable and helpful staff on site makes a huge difference when you’re working against the clock.
The Editing Process Behind Retail Photography
The photography is only part of the job.
The editing process is where many retail photographs really come together.
Luxury retail environments contain polished surfaces, glass cabinets, mirrors, display lighting and reflective materials, all of which create challenges when trying to produce clean, accurate photographs.
It’s common for me to photograph multiple exposures of the same scene. Sometimes as many as twenty separate photographs are combined to create a single finished image.
Each exposure contributes something different, whether that’s improved lighting, reduced reflections or a cleaner view of the products and displays.
The process is time-consuming, but it’s also one of the parts of retail photography I enjoy most. Watching all of those individual photographs come together to create a final image is incredibly satisfying.
Retail Photography for Luxury Brands
I’ve worked with The Watches of Switzerland Group for many years and it’s always a pleasure returning to their stores.
This shoot at Westfield Stratford was a great example of the retail photography work I regularly provide for luxury retailers across the UK, helping brands showcase their stores, product displays and customer environments at their very best.
