Challenge

Home HQ Artarmon came to us looking for a catalogue that highlighted all of the 25 lifestyle stores within the shopping centre. Previous catalogues for the centre had been simple collections of advertisements for each of the separate stores, and it was quickly determined we wanted this one to be different.

Solution

When meeting with the client at the premises we saw a display that had been set up – a simple bedroom, combining multiple pieces from different stores that worked well together. I wanted to bring this through to the catalogue, illustrating how one could use the entire centre to ‘create your space’.

Each spread was focussed on a different room or style, and was broken up into the hero image on one side, and page that highlighted either complimentary or alternative products (and styling tips) on the other. For the hero images I didn’t want full room replica’s that you might see in any other homeware catalogue, but something more stylised and unique – a colourful ‘blank slate’ where the perfect space has been created. The cover of the catalogue was very simple, designed to reinforce the ‘blank slate’ idea.

Styling of the models was slightly quirky and heightened, with a light retro twist, again designed to exaggerate how these spaces are personal and designed just for you, rather than cookie-cutter replicas.

I designed the layout of the catalogue and art directed the photoshoot, with the Home HQ styling team developing each of the rooms.