When Urban Outiftters decided to expand their housewares collection with their new Home Lookbook, in-house Art Director John Osbourne contacted Philadelphia-based commercial, lifestyle and still life photographer Trevor Dixon. Dixon had previously shot for Urban Outfitters’ higher end brand Anthropologie, as well as Anthropologie’s wedding line BHLDN, so it was a seamless transition to shoot the Urban brand.
Dixon photographed both an online catalog and lookbook that encompassed both the furniture line and home accessories. “The goal was for the viewer to see a whole room and then be able to roll over certain products which would link to a product shot,” Dixon explains. The final site is interactive, showing fully furnished, cozy rooms with details about the items on display.
Dixon photographed six full bedrooms for the lookbook, each with a different look and feel. He and stylist Amy Chin were presented with inspiration boards for each set-up and Chin chose the items and props from the Urban Outfitters line. “Amy Chin is great and her team did an amazing job styling each room. That’s half the battle right there,” he says.
Three of the setups were shot in studio and three on location at a loft space in North Philadelphia. Dixon’s studio provided a good workable space within budget; he has a 5,000-square foot studio that he uses for many of his shoots. It’s large enough that he is often shooting two sets at once, and has five full-time employees including a stylist, retoucher and producer. His space is versatile and he has an extensive supply of props to turn the open studio into whatever space he needs. For the lookbook, he picked three large areas in the studio to setup and brought in painted flats and floors to create an environment that felt like a home.
Dixon shot the setups with a Canon 1Ds and lit each space using various Profoto heads with large octabanks and 12 x 12 silks. “Lighting was fairly simple,” he says. “I was asked to create a bright, warm environment that you'd enjoy spending time in.” Whenever there was a window available, he opened his shutter to mix in daylight as well. Keeping the lighting consistent was key between the two locations, each of the six horizontal spreads and detail shots are bright and inviting for the Urban Outfitters customer.